How to Use This Book

• Who should read this book?
• What's in the book?
• What comes with the book?

CHAPTER 1: Eye Tracking: What's All the Hoopla?

• What is eye tracking, anyway?
• Why do the eyes move?
• How do the eyes move?
• Why should we care where people look?
• Why do people look at what they look at?
• Applications for eye tracking
• Tool or method?
• Summary

CHAPTER 2: To Track or Not to Track

• Can eye tracking generate actionable insight?
• Explaining problems
• Measuring differences
• Why use a microscope when a magnifying glass is enough?
• Using eye tracking to gain stakeholders' buy-in
• Summary

CHAPTER 3: I Have a Good Reason to Track: Now What?

• Not all eye trackers are created equal
• Technical specs you'd rather not know about
• Why in the end specs don't matter so much
• Do your research
• Other necessary resources
• Outsourcing
• Summary

CHAPTER 4: Time to Roll Up the Sleeves

• Identifying research questions
• Preparing stimuli
• Presenting stimuli
• Creating tasks
• Administering tasks
• Summary

CHAPTER 5: Triangulate, Triangulate, Triangulate

• Why combine eye tracking with other methods?
• Eye tracking can't answer all questions...
• ...But it helps interpret other findings
• Other data help interpret eye tracking findings
• Collecting other data in eye tracking studies
• Summary

CHAPTER 6: Eliciting Verbalizations

• Concurrent vs. retrospective verbal protocol
• Which protocol to use with eye tracking?
• Memory cues to help with retrospection
• Instructions for the gaze-cued retrospective protocol
• How good is the gaze-cued retrospective protocol?
• Targeted probing techniques
• Advantages of targeted probing
• Summary

CHAPTER 7: Eye Tracking Measures

• There are more eye tracking measures than you may think
• Interpretation depends on goals and stimuli
• Types of measures
• Measures of attraction
• Measures of performance
• Summary

CHAPTER 8: No Participants, No Study

• Good participants = trackable participants
• The myth of 30 participants
• So, how many participants do I really need?
• Sample size for a formative study
• Sample size for a summative study
• Summary

CHAPTER 9: It's Tracking Time!

• Lab setup
• Pilot testing
• Participants' awareness of being tracked
• Eye camera setup
• Calibration
• Practice tasks
• Collecting data
• Instructions for observers
• Summary

CHAPTER 10: Multi-Location Eye Tracking Studies

• Procedural challenges
• Equipment-related challenges
• Summary

CHAPTER 11: Data Extraction and Preparation

• Setting fixation criteria
• Drawing areas of interest (AOIs)
• Extracting measures and exporting data
• Cleansing data
• Summary

CHAPTER 12: Analyzing and Interpreting Data

• Reading tea leaves
• Analysis starts before data collection
• Qualitative analysis
• Quantitative analysis
• Interpreting eye movements in the context of other data
• Summary

CHAPTER 13: Describing and Illustrating Findings

• Report structure
• Vocabulary
• A word of caution about data visualizations
• Static and dynamic gaze plots
• Heatmaps and focus maps
• More traditional infographics
• Summary

A Final Word

Index

Acknowledgments

About the Author