Disciplines

Eye Tracking Research Toolbox 2018

Organizing institution
Utrecht University - Faculty of Social and Behavioural Sciences
Course code
S10
Course fee (no housing)
€ 750.00
Level
Advanced Master
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Eye tracking is a powerful method to study the human mind and behavior. This course will allow you to explore key concepts in eye tracking research and help you integrate it in your study. The course is divided into two components: (1) a conceptual framework to help you make better decisions when planning and executing a study, allowing you to turn eye tracking data into valuable insights; (2) a practical introduction to the challenges and trade-offs you will encounter during a study, helping you to establish a set of "good practices" that you can easily transfer to your research.

Eye tracking is a powerful method to study the human mind and behavior. This course will allow you to explore key concepts in eye tracking research and help you integrate it in your study. The course is divided into two main components: The first one provides a conceptual framework to help you make better decisions when planning and executing a study, allowing you to turn eye tracking data into valuable insights. The second is a practical introduction to the challenges and trade-offs you will encounter during a study, helping you to establish a set of "good practices" that you can easily transfer to your research.

Key concepts:

- Choosing your eye tracker: what do different types of eye trackers measure?
- The ideal eye-tracking experiment
- Designing your study: the data-quality and data-analysis perspectives
- Working with Areas of Interest
- Eye tracking with difficult participants
- Reading and reporting eye-tracking data

In covering these concepts, the focus will be on the trade-offs, not the "right" answer. Usually, in eye-tracking research, absolute right answers do not exist. In this course, we will stress that context is important for the implementation of eye tracking.

Download the day-to-day programme (PDF)

Course director

Dr. Ignace Hooge

Lecturers

Dr. Ignace Hooge

Ignace Hooge (1966) studied physics and received his PhD in 1996. He has been doing eye tracking since 1992 then and used many different eye-tracking techniques (coils, video, mobile). Currently, he is an associate professor in experimental psychology at Utrecht University. Besides science and teaching he worked in commercial marketing research and tested many billboards and advertisements with eye tracking. His research interests range from eye tracking methodology (mainly data analysis), visual perception, attention, and visual search to applied psychology. Currently he is involved in research concerning food choice, packaging, infants and fundamental eye-tracker issues. Ignace was awarded the teacher of the university award in 2015.

For publications see: https://scholar.google.nl/citations?user=uSRpKW4AAAAJ


Dr. Roy Hessels

Roy Hessels (1990) studied psychology and is currently a postdoc at experimental and developmental psychology at Utrecht University. During his PhD, Roy studied visual search behavior in infancy using eye-tracking, and worked on improving eye-tracking methodology for difficult participant groups. Besides developmental work, he is also involved in eye-tracking in social interaction. Next to his research, Roy teaches psychology students how to set up experiments and analyse data, and was awarded a junior teaching award of the Psychology department in 2016.

For publications see: https://scholar.google.nl/citations?hl=nl&user=u1A7Z34AAAAJ


Dr. Richard Andersson

Richard Andersson (1979) completed undergraduate studies in business administration, linguistics, psychology, and cognitive science, before conducting Master-level studies and a Ph. D. in Cognitive Science with a focus on psycholinguistics. He was a co-author on the very successful eye-tracking book (Holmqvist, et al., 2011), and has taught eye-tracking and experimental design at Lund University, Sweden. His research has focused on visual context in spoken language interactions, but also on data quality matters such as the role of eye physiology and eye movement event classifiers. Richard now works at Tobii Pro as a research liaison, understanding the researchers’ needs and communicating them to the developers.

Target audience

Individuals who are (one of) the first in their group, company, or research field to use eye tracking. Previous attendees have come from:
- Academia (PhD-students, postdocs, professors from e.g. psychology, biology, medicine, computer science)
- Commercial institutions (e.g. marketing research, usability, decision making)
- Non-commercial institutions (e.g. hospitals, air traffic control, army)

Note that this is not an exhaustive list and attendees from different fields are very welcome as well.

Course aim

To let you make better decisions to optimize your eye-tracking study

Study load

24 hours (3 days). An average day will consist of both lectures and hands-on sessions.

Fee

€ 750.00

More information

Roy Hessels
r.s.hessels@uu.nl
0302533633

Registration

Application deadline: 01 October 2018