Mobile Eye Tracking in Landscape Architecture: Discovering a New Application for Research on Site

This chapter presents the process of establishing a laboratory for mobile eye tracking focussing on real-world, open-space environments within the field of landscape architecture at the Osnabrück University of Applied Sciences (D) as well as the latest results from the feasibility study ‘Point de Vue’, which defines the basis for qualitative interaction analyses in landscape architecture. Eye tracking is a tool that has been used extensively in the domains of psychology, marketing, usability and user experience in remote and mobile applications, but has rarely been used in real-world open spaces because of technical limitations. To check the possibilities of mobile eye tracking as a new application in open spaces, several exploratory tests and a feasibility study with long-term experiments have been carried out in urban settings as well as in world famous parks such as ‘Grosser Garten’ in Hannover (D) and ‘Stourhead’ in Wiltshire (GB). These experiments have shown extraordinary results that enable us to use mobile eye tracking as a new tool in open space research to gain knowledge about how people act, react and interact in open-space environments. Being able to see and understand what catches one’s eye and the response to it will be a guide to better design

Mobile eye tracking and academic integrity: A proof-of-concept study in the United Arab Emirates

© 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group. Academic dishonesty has been identified as a significant problem for tertiary educational institutions in the Arab World and beyond. This study aimed to test the efficacy of mobile eye-tracking technology as a means of detecting instances of academic dishonesty during a closed-book exam. Participants were thirty (N = 30) college students attending a university in the United Arab Emirates. Two faculty members were recruited as proctors, and three student participants acted as cheats in the mock examination situation, while wearing mobile eye-tracking devices (eye-tracking glasses). Eye-tracking observations were recorded, replayed and analyzed, with the data and visualizations from each eye movement being captured at 30 millisecond intervals. The findings were independently coded for each instance of suspected academic dishonesty. Inter-rater reliability was established, and the detections were shared with the pseudo-cheats (participating students). The cheating instance detection rate was 100% using two independent observers. Every attempt at cheating, for example, looking at another student’s exam, was successfully detected the observers independently watching the exam footage captured from the eye-tracking glasses. This unique study is, to the best of our knowledge, the first to explore the exploitation of mobile eye-tracking technology in the context of academic integrity promotion

Mobile eye tracking applied as a tool for customer experience research in a crowded train station

Train stations have increasingly become crowded, necessitating stringent requirements in the design of stations and commuter navigation through these stations. In this study, we explored the use of mobile eye tracking in combination with observation and a survey to gain knowledge on customer experience in a crowded train station. We investigated the utilization of mobile eye tracking in ascertaining customers’ perception of the train station environment and analyzed the effect of a signalization prototype (visual pedestrian flow cues), which was intended for regulating pedestrian flow in a crowded underground passage. Gaze behavior, estimated crowd density, and comfort levels (an individual’s comfort level in a certain situation), were measured before and after the implementation of the prototype. The results revealed that the prototype was visible in conditions of low crowd density. However, in conditions of high crowd density, the prototype was less visible, and the path choice was influenced by other commuters. Hence, herd behavior appeared to have a stronger effect than the implemented signalization prototype in conditions of high crowd density. Thus, mobile eye tracking in combination with observation and the survey successfully aided in understanding customers’ perception of the train station environment on a qualitative level and supported the evaluation of the signalization prototype the crowded underground passage. However, the analysis process was laborious, which could be an obstacle for its practical use in gaining customer insights

The centrial bias in day-to-day viewing

Eye tracking studies have suggested that, when viewing images centrally presented on a computer screen, observers tend to fixate the middle of the image. This so-called `central bias' was later also observed in mobile eye tracking during outdoors navigation, where observers were found to fixate the middle of the head-centered video image. It is unclear, however, whether the extension of the central bias to mobile eye tracking in outdoors navigation may have been due to the relatively long viewing distances towards objects in this task and the constant turning of the body in the direction of motion, both of which may have reduced the need for large amplitude eye movements. To examine whether the central bias in day-to-day viewing is related to the viewing distances involved, we here compare eye movements in three tasks (indoors navigation, tea making, and card sorting), each associated with interactions with objects at different viewing distances. Analysis of gaze positions showed a central bias for all three tasks that was independent of the task performed. These results confirm earlier observations of the central bias in mobile eye tracking data, and suggest that differences in the typical viewing distance during different tasks have little effect on the bias. The results could have interesting technological applications, in which the bias is used to estimate the direction of gaze from head-centered video images, such as those obtained from wearable technology

Tech Comm Eagle Eye-Tracking Control System

Mobile eye-tracking systems provide usability research support as well as access to a wide range of robotics and technical communication research opportunities. Optical tracking systems are often prohibitively expensive and do not provide the mobility or flexibility needed for a variety of research application possibilities. Our team proposes building a simple mobile eye-tracking system to be used in-house at ERAU for heat-mapping, robotics, control systems, and various technical communication applications in a structured research environment. The mobile eyetracking system will become part of a larger research and hands-on technical communication usability lab and research center. The research team intends to publish the outcome of implementing an in-house eyetracking system, as well as a training manual, possibly providing a new open-source instruction set for other ERAU students and other universities. The building of the Eagle Eye tracking system will provide numerous learning and research opportunities for the Prescott ERAU campus. POSTER PRESENTATION IGNITE AWAR

Mobile Consumer Behavior in Fashion m-Retail: An Eye Tracking Study to Understand Gender Differences

© 2020 ACM. With exponential adoption of mobile devices, consumers increasingly use them for shopping. There is a need to understand the gender differences in mobile consumer behavior. This study used mobile eye tracking technology and mixed-method approach to analyze and compare how male and female mobile fashion consumers browse and shop on smartphones. Mobile eye tracking glasses recorded fashion consumers' shopping experiences using smartphones for browsing and shopping on the actual fashion retailer's website. 14 participants successfully completed this study, half of them were males and half females. Two different data analysis approaches were employed, namely a novel framework of the shopping journey, and semantic gaze mapping with 31 Areas of Interest (AOI) representing the elements of the shopping journey. The results showed that male and female users exhibited significantly different behavior patterns, which have implications for mobile website design and fashion m-retail. The shopping journey map framework proves useful for further application in market research

The display makes a difference: A mobile eye tracking study on the perception of art before and after a museum’s rearrangement

There is increasing awareness that the perception of art is affected by the way it is presented. In 2018, the Austrian Gallery Belvedere redisplayed its permanent collection. Our multi-disciplinary team seized this opportunity to investigate the viewing behavior of specific artworks both before and after the museum’s rearrangement. In contrast to previous mobile eye tracking (MET) studies in museums, this study benefits from the comparison of two realistic display conditions (without any research interference), an unconstrained study design (working with regular museum visitors), and a large data sample (comprising 259 participants). We employed a mixed-method approach that combined mobile eye tracking, subjective mapping (a drawing task in conjunction with an open interview), and a questionnaire in order to relate gaze patterns to processes of meaning-making. Our results show that the new display made a difference in that it 1) generally increased the viewing times of the artworks; 2) clearly extended the reading times of labels; and 3) deepened visitors’ engagement with the artworks in their exhibition reflections. In contrast, interest in specific artworks and art form preferences proved to be robust and independent of presentation modes