Attention tracking
AttentionTracking is a method for measuring attention. In contrast to the classic device-based eye movement registration , attention tracking is measured with a computer mouse or a comparable pointing device . The attention data comes in the form of mouse clicks .
Procedure
The basic idea for AttentionTracking came about as part of a research project at the California Institute of Technology . The method is based on the fact that attention not only controls the gaze, but also other motor systems. After a short introduction and training, test subjects can follow their attention with the mouse.
In comparative studies with classic apparatus-based methods, significant correlations (r> 0.92) between the data collected with apparatus-based methods and with attention tracking could be determined.
Measurement process
The measurement begins with a short training session in which the test person is gradually introduced to and used to the desired click behavior. The training ensures that only test subjects with sufficient mouse competence and speed take part in the test - to put it simply, hand and eye movements are synchronized. The actual measurement begins immediately after the training. The trained click behavior is then continued on the presented image material. During this time, the mouse actions are recorded. The click data are interpreted as attention points ( fixation (psychology) ) and can be evaluated and visualized analogous to classic gaze recording.
Fields of application
The AttentionTracking process can basically be used for all areas of application in which classic eye tracking can also be used. The process is used both in basic research and in applied research.
The procedure has been used commercially in market research and marketing research since 2003 to analyze the effect of advertising media . Through the online implementation of the procedure, the attentional measurement can be integrated into target group-specific, national surveys.
literature
- Steffen Egner: Click or look? . In: Planning and Analysis , No. 5, 2019, pp. 49–51.
- Steffen Egner, Stefanie Reimann, Rainer Hoeger, Wolfgang H. Zangemeister: Attention and Information Acquisition: Comparison of Mouse-Click with EyeMovement Attention Tracking . In: Journal of Eye Movement Research , October 2018.
- Steffen Egner, Christian Scheier: Observe instead of questions . In: Planning and Analysis , No. 1, 2005, pp. 53–59.
- Christian Scheier: Design more effectively with attention tracking . In: AMC magazine . 1, 2004, pp. 10-12.
- Sven Heinsen, Christian Scheier: Attention Analysis . In: Sven Heinsen, Petra Vogt (Ed.): Practical implementation of usability . Hanser Fachbuchverlag, Munich 2003, ISBN 3446222723 , pp. 154–167