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Eye Tracking

Insight and Research at the Center for Media Design is one of the very few organizations equipped to conduct advanced usability research using eye tracking testing on computer-based (2-foot) and TV-based (10-foot) interfaces, as well as mobile testing to track out-of-home media.

From advertising efficacy for Web-based and mobile video to video game interfaces or promotional fly-ins, our usability and eye tracking team can accommodate a wide range of projects customized to client needs
eyetracking1 TV-Based Interfaces
Our eye tracking system for the 10-foot distance is used on the TV-based interfaces, including interactive TV, movie download services, video games, advertising, and fly-ins during TV programming.

The system uses a head-mounted eye tracker with magnetic head tracking to measure gaze with respect to the head. Gazes, fixations, and gaze paths can be visualized using static images and video to optimize interpretation of viewer experience and visual attention.
eyetrackingdevice Computer-Based Interfaces
Testing at the 2-foot distance for computer-based interfaces uses our remote eye tracking system. This desktop system uses two cameras to capture user gaze and fixation on-screen while participants browse Web sites, navigate software programs, or watch online video.

Sessions often involve a "talk-through testing" protocol where participants talk through what they are doing and what they expect to find while completing tasks. Structured interviews and self-complete questionnaires are incorporated postsession to contextualize data captured and allow researchers to probe deeper into usability issues.
eyetracking3 Mobile Eye Tracking
Our mobile eye tracking system allows us to test eye movement during exposure to out-of-home media like billboards and storefronts, signage in grocery stores, artwork in a gallery or other screens in public places. This system is also used for mobile interfaces on handheld devices like cell phones, portable gaming devices, or PDAs.

Users wear the mobile equipment like a pair of safety glasses so eye movement, gaze and fixation are captured and recorded. Video outputs provide a powerful visualization of what users experience as they walk down the street, use their cell phone, or browse a shopping center.
Center for Media Design
Arts and Journalism Building, Room 205
Ball State University
Muncie, IN 47306

Hours: 8 a.m.-5 p.m. during the academic year, 7:30 a.m.-4 p.m. during the summer
Phone: 765-285-0123
Fax: 765-285-0124
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