Kim Ji-yoon: Eye Tracking Guidebook

How much do viewers actually look at captions on a home-shopping channel? What do voters notice first on a candidate’s campaign poster? How much do consumers look at the product in an ad featuring a celebrity? Before a penalty kick, does a soccer player look at the goalkeeper, the ball, or the goal? More than 90% of the information used for cognitive activity in working memory comes through our eyes. Eye movements are an important clue to understanding human cognition. People can say they like something when they do not, but eye movements happen actively, automatically, and unconsciously, so it is difficult to fake them. The author therefore tracks the gaze of consumers, viewers, and audiences to learn what they want. Eye tracking is used not only in academic research by graduate students and professors, but also as a communications methodology for marketers, designers, and service planners developing business strategies. Written by an eye-tracking expert, this book is a beginner’s guide. Part I, “Understanding Eye-Tracking Research,” covers the basics. Part II, “Using a Screen-Based Eye Tracker,” explains how to operate a screen-based tracker and the Tobii Pro Lab eye-tracking software, enabling readers to conduct an actual eye-tracking experiment.

Korean title: 아이트래킹 가이드 북

Korean author: 김지윤

Korean publisher: 북랩

ISBN-13: 9791172240370