ALLS Lecture: What Are You Looking At? The Use of Eye Tracking Data for Research

Monday, March 25, 2019
Monday, March 25, 2019
5:00 PM
6:30 PM
Ateneo Lab for the Learning Sciences 3/F Bridgeway, Arete

What Are You Looking At? The Use of Eye Tracking Data for Research
Ma. Mercedes T. Rodrigo, Ph.D.

Eye gaze is a proxy indicator of attention. Eye gaze data provides researchers with quantitative measures of the extent to which people focus on what they are seeing and how they process it. Between the 1950s and the early 2000s, collecting eye gaze data was an expensive and inconvenient undertaking. Over the last decade, though, accurate, affordable, easy-to-use eye tracking hardware has become available. This has opened eye tracking to a greater number of researchers and has resulted in an upswing of related Scopus-indexed publications: 58 in the 1960s, 385 in the 1970s, 783 in the 1980s, 1676 in the 1990s, 5257 in the 2000s, and over 16246 in the 2010s. Because eye gaze metrics are simply another data stream, eye tracking studies can be conducted within any field or discipline for which human visual attention is relevant. This lecture orients interested participants in the use of the Ateneo's eye tracking equipment and discusses sample studies within the areas of in market research, art, reading, and psychology.
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Participation is free!