behind eyetracking: how the brain utilizies its eyes (dixon cleveland)
DESCRIPTION
Given at UXPA-DC's User Focus Conference, Oct. 19, 2012TRANSCRIPT
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Behind Eyetracking: How the Brain Utilizes
Its Eyes
Dixon Cleveland LC Technologies, Inc.
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Visual Pathways
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Eye Cross Section
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Eyes are Excellent PointersCone Density
Rod Density
Foveola1.2 deg~100 conesacross
Optic AxisVisual Axis
Eye Anatom y
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Rod and Cone Density
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Cone Density
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Macular Region
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Ocular Muscles
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Fixations and Saccades
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Visual Pathways in the Brain
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• Perhaps the most important reason eyetracking will play an ever more crucial role in UX is that our eye activity is driven by our brains. The old cliché that our eyes provide a window to our minds is well substantiated physiologically and cognitively. By providing insights to brain activity, monitoring eye activity has significant potential to help programs interact with people in more naturally human ways – both in general program design and in on-line human interaction.
• This discussion summarizes the physiological and cognitive processes underlying the brain’s control of the eyes, which provides the foundation for using eyetracking in UX.
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• Old cliché: Eyes are window to the brain• Main cognitive input to the brain is the eyes• It is the main channel through which we perceive the
outside world• Eyes can only look one place at a time• We have to move our eyes around to get targeted
information• Our brains drive our eyes• It’s a continuous feedback loop• It happens 4 times per second
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Gazepoint Calculation Model
GazeLine
GazePoint
GazeVector
EyeLocation