Estudo sobre a Atenção Visual dos Alunos em Aula

A Tobii Technology, líder mundial em sistemas de Eye Tracking e Gaze Interaction, representada em Portugal pela Work Value Intelligence, publicou os resultados de um novo estudo através do equipamento Tobii Glasses (sistema de eye tracking mobile – Incorporado em óculos), liderado por David Rosengrant, Professor de Física na Kennesaw State University (EUA), através do Read more about Estudo sobre a Atenção Visual dos Alunos em Aula[…]

Eyes don’t lie: Understanding Users’ First Impressions on Website Design using Eye Tracking


Websites are becoming more prevalent these days. They need to create a favorable first impression on the users during initial exposure. After allocating their attention to stimuli, users form a cognitive representation of the visual information leading to first impression.

Hence, first impression is important to evaluate the effectiveness of a website. This research tries to examine the amount of exposure time needed to form first impression; identify the web design factors that influence the formation of users’ first impression; study the emotional responses of users on website design; and finally understand the relationship between first impression and eye movement. […]

Tecnologia 3D: Como é vista?

A experiência de visualização de filmes em tecnologia 3D passou a ser uma regra “standard” da indústria cinematográfica (a partir do enorme sucesso de bilheteira conseguido com Avatar), mas na realidade que aspectos captam mais a nossa atenção neste tipo de filmes? Segundo um estudo de eye tracking conduzido pelo Nokia Research Center, em parceria com Read more about Tecnologia 3D: Como é vista?[…]

Eyetracking Methodology

Executive Summary

In traditional usability testing without eyetracking there are many cues our test users give us that help us evaluate designs, such as the time a person spends on a page, the action he takes there, what he reads aloud, what he hovers the mouse over, whether he smiles or grimaces, and what he comments on. These user behaviors comprise, in our opinion, the most important aspects of learning about usability. But eyetracking (ET) adds another dimension. Watching what people are looking at adds a level of interest to usability studies. Following the eye at work makes you feel as though you are in the user’s head, thinking with him. If nothing else, the ET studies are more interesting and hold observers’ attention more easily. […]

How Students Read Mathematical Representations: An Eye Tracking Study


How do students, with different background knowledge in mathematics, read a mathematical text? How do they perform the transformations between the different representations (formulas, graphs and words) in order to grasp its meaning? We use eye tracking to highlight the ongoing process of making sense of mathematical representations during problem solving. Eye tracking is a method enabling a close examination of how attention is directed at a stimulus. […]

Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data


Consumer behavior at the point of purchase is influenced by out-of-store memory-based factors (e.g., brand preferences) and by in-store attention-based factors (e.g., shelf position and number of facings). In today’s cluttered retail environments, creating memory-based consumer pull is not enough; marketers must also create “visual lift” for their brands—that is, incremental consideration caused by in-store visual attention.

A Combined fMRI and Eye Tracking Study of Human Overt Attention


Visual attention can be voluntarily directed towards an item based on our current behavioral goals and knowledge or it can be reflexively drawn to salient features of a visual scene. Recent functional magnetic resonance imaging (fMRI) studies have proposed two partially segregated networks for these complementary top-down and bottom-up attentional control mechanisms: The dorsal frontoparietal system, which is involved in top-down attentional allocation, and a stimulus-driven ventral frontoparietal system. […]