AttentionTracking is an attention measurement procedure. In contrast to classical machine-based
eye tracking, during AttentionTracking the attention is measured with a
computer mouse
A computer mouse (plural mice, sometimes mouses) is a hand-held pointing device that detects two-dimensional motion relative to a surface. This motion is typically translated into the motion of a pointer on a display, which allows a smooth c ...
or a comparable
pointing device
A pointing device is a human interface device that allows a user to input spatial (i.e., continuous and multi-dimensional) data to a computer. CAD systems and graphical user interfaces (GUI) allow the user to control and provide data to t ...
. The attention data occurs in the form of mouse clicks.
Development
The basic idea for AttentionTracking emerged during a research project at the
California Institute of Technology. During this project the correspondence of eye tracking and clicking data was found by accident. In general the procedure is based on the fact that
attention
Attention is the behavioral and cognitive process of selectively concentrating on a discrete aspect of information, whether considered subjective or objective, while ignoring other perceivable information. William James (1890) wrote that "Atte ...
does not only control the view but also other motoric systems. After a short introduction and training, respondents can follow their attention with the mouse.
In comparative studies with classical machine-based procedures significant
correlations (r>0.92) were found between the data gained with the machine-based procedure and the data gained with AttentionTracking.
Measurement process
The measurement starts with a small training during which the respondent is gradually introduced and accustomed to the desired click behavior. The training ensures that only respondents with sufficient mouse competence and speed take part in the test – simply put, hand and
eye movement are synchronized. Directly after the training the actual measurement starts. The trained click behavior is then continued on the presented visual stimuli. In the same time
point-and-click
Point and click are the actions of a computer user moving a pointer to a certain location on a screen (''pointing'') and then pressing a button on a mouse, usually the left button (''click''), or other pointing device. An example of point and cli ...
is recorded. The click data are interpreted as points of attention (
Fixation (visual)) and can be analyzed and visualized analogously to the classical eye tracking.
Fields of application
The AttentionTracking procedure can generally be used for all areas of application in which classical eye movement tracking can be used. The procedure is used in basic research as well as in applied research.
Since 2003 the procedure is commercially used in
market research
Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Mark ...
especially
advertising research
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
His ...
and
marketing research to analyze the effect of
advertising material
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
. Through the online realization of the procedure the attention measurement can be included in target group-specific, supra-regional surveys.
[Scheier, Christian (2003b). Validating AttentionTracking, White Paper, MediaAnalyzer Software & Research Gmb]
See also
*
Eye tracking
References
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External links
Article on AttentionTracking in advertising research(650 kB)
Video: view measurement with AttentionTracking
Attention
Market research
Promotion and marketing communications