[Blueboard] ALLS Lecture: What Are You Looking At? The Use of Eye Tracking Data for Research

Ma. Mercedes T. Rodrigo mrodrigo at ateneo.edu
Thu Mar 7 18:32:48 +08 2019

ALLS Lecture Series
March 25, 2019, Monday, 5:00 to 6:30
Ateneo Lab for the Learning Sciences
3/F Bridgeway, Arete

*What Are You Looking At? The Use of Eye Tracking Data for Research*Ma.
Mercedes T. Rodrigo, Ph.D.

Eye gaze is a proxy indicator of attention. Eye gaze data provides
researchers with quantitative measures of the extent to which people focus
on what they are seeing and how they process it. Between the 1950s and the
early 2000s, collecting eye gaze data was an expensive and inconvenient
undertaking. Over the last decade, though, accurate, affordable,
easy-to-use eye tracking hardware has become available. This has opened eye
tracking to a greater number of researchers and has resulted in an upswing
of related Scopus-indexed publications: 58 in the 1960s, 385 in the 1970s,
783 in the 1980s, 1676 in the 1990s, 5257 in the 2000s, and over 16246 in
the 2010s. Because eye gaze metrics are simply another data stream, eye
tracking studies can be conducted within any field or discipline for which
human visual attention is relevant. This lecture orients interested
participants in the use of the Ateneo's eye tracking equipment and
discusses sample studies within the areas of in market research, art,
reading, and psychology.
To register, please fill out this Google form:

Participation is free!

Ma. Mercedes T. Rodrigo, Ph.D.
Department of Information Systems and Computer Science
Ateneo de Manila University

Head, Ateneo Laboratory for the Learning Sciences


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