Clustered Insights : Improving Eye Tracking Data Analysis using Scan Statistics
Journal
International Journal of Market Research
ISSN
1470-7853
ISSN-Digital
0025-3618
Type
journal article
Date Issued
2012-10-10
Author(s)
Abstract
Analysis of eye-tracking data in marketing research has traditionally relied upon regions of interest (ROIs) methodology or the use of heatmaps. Clear disadvantages exist for both methods. Addressing this gap, the current research applies spatiotemporal scan statistics to the analysis and visualization of eye tracking data. Results of a sample experiment using anthropomorphic car faces demonstrate several advantages provided by the new method. In contrast to traditional approaches, scan statistics provide a means to scan eye tracking data automatically in space and time with differing gaze clusters, with results able to be comprehensively visualized and statistically assessed.
Language
English
Keywords
Eye Tracking
Spatiotemporal Scan Statistic
Region of Interest
Heatmap
Anthropomorphism
Car Design
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
World Advertising Research Center
Publisher place
Henley-on-Thames
Volume
55
Number
1
Start page
105
End page
130
Pages
26
Subject(s)
Division(s)
Eprints ID
206155