AttentionTracking

Attention tracking is a method for measuring attention. In contrast to the classical eye tracking apparatus, attention is measured at attention tracking using the computer mouse or other pointing device. The attention data obtained in the form of mouse clicks.

Method

The basic idea for the attention tracking was developed as part of a research project at the California Institute of Technology. The method is based on that attention controls not only the look but also other motor systems. After a short introduction and training volunteers to follow the mouse to their attention.

In comparative studies with conventional methods of apparatus significant correlations (r> 0.92) between the data collected with apparatus and method with AttentionTrackingTM data could be determined.

Course of the measurement

The measurement begins with a brief training in which the subject is gradually introduced to the desired click behavior and used. Be expressed simplifies hand and eye movements synchronized - The training ensures that only volunteers participate with sufficient mouse competence and speed to the test. Immediately after the workout begins, the actual measurement. The trained habits of click behavior is then continued on the presented pictures. Meanwhile, the mouse actions are recorded. The click data is interpreted as attention points ( Fixation (psychology ) ) and may be analogous to the classic look record, evaluated and visualized.

Fields of application

The attention tracking method can be used for all application areas in which the classical eye tracking can be used. The method finds both in basic research and in applied research application.

Since 2003, the process is commercially used in market research and marketing research to analyze the effect of advertising materials. Through the online implementation of the method of measuring the attention can be integrated into specific target groups, national surveys.