Best Practices - Eye Tracking and Behavioral Research in Design
and Usability: Make Perception Tangible
Duration: One day
Schedule:
Saturday, 20th March 2010
Fee:
Rs. 5,000
Participants: 10-25
Although eye tracking finds application in various segments
– from neuroscience to professional sports training, from space flight
to advertisement effectiveness studies in marketing research - one of
the fastest growing industries incorporating user interaction and also
users visual interaction is in the usability and UX domain. Quantifying
saliency and attention span for individuals and target groups when interacting
with new devices or interfaces, when navigating through websites and
software with rivaling information; allowing arousal or engagement measures
during the interaction as above, optimize navigation and reveal eye-catching
elements in design and layout – eye tracking can provide deep insight
in individual but also inner- and intergroup (statistical) behavior.
Eye movements have become the gold standard in different areas of behavioral research in last few decades. The use of eye tracking in several areas of cognitive science research has been quite diverse. In his talk he would like to elaborate the different areas of research i.e. language processing, reading, scene perception, cultural cognition, child language and patients where currently eye tracking is used. He would discuss the different eye tracking measures that are used to understand aspects of cognitive processing in such research. He would present eye tracking data from his own lab to demonstrate how eye movement analysis can successfully be used to explore new questions in cognition and behavioral sciences.
A short biography of the tutors
Christian Lappe: Dr. Christian Lappe is heading the Sales and
Marketing activities for SMI SensoMotoric Instruments GmbH Eye and Gaze
Tracking Solutions
from the head office in Berlin, Germany, US-based office in Boston
and a network of resellers and distributors around the globe. He relies
on more than 10 years business experience with global activities in B2B
and
B2C. Prior to joining SMI, he was responsible for sales and account
management for opto-electronic solutions in medical device industry and
research institutions
in health care and life science. His educational background is a degree
in physics followed by a Ph.D in Medical Physics from Univ. Heidelberg,
Germany. Find a profile in LinkedIn here: http://www.linkedin.com/pub/christian-lappe-ph-d/5/558/b07
Wilko Dijksma: Mr. Wilko Dijksma heads the Product Management operations for India. His technical knowledge is in various aspects of Behavior Science and the specific technological advances Noldus has made in the Usability field. He was fully involved in the planning of TCS Usability lab from lay-out, to installation & commissioning. He was also involved in the training of personnel at TCS. The TCS lab is a well planned usability lab & consists of a Stationary & a Portable Usability lab. Mr. Wilko Dijksma has been with Noldus since 2007. (email: wilko@noldus.com)
Amitoj Singh: Assistant Professor, Industrial Design Programme Instrument Design & Development
Centre (I.D.D.C); Indian Institute of Technology (IIT), Delhi
91-11-26596723, 26596770; 91-09868101027
amitoj_design@yahoo.com; amitoj@iddc.iitd.ac.in
Amitoj Singh did his M.
Des (Masters of Design, Industrial Design) from IIT Delhi after graduating
in mechanical engineering. Currently he is working as
an Assistant Professor in the Industrial Design Programme at IIT Delhi.
He specializes in emotion centred product design. Prior to starting his
career in academics he was working as a Design Manager in Industrial design
studio at the R&D
department of Hero Honda Motors Limited, India. During his tenure of around
six years at Hero Honda, he was instrumental in establishing an industrial
design studio and has lead various motorbike styling projects. His industrial
design projects and academic initiatives have got him acclaim from media
and the industry.
Ramesh Mishra: Dr. Ramesh Kumar Mishra received his PhD in Linguistics from University of Delhi specializing in Psycholinguistics and currently is an assistant professor in Cognitive Science at Centre of Behavioral and Cognitive Sciences, Allahabad University. Dr. Mishra’s major research interests are in the fields of Language-vision interaction, Neurobiology of language processing, Eye movements in scene perception among others. Dr. Mishra has been a visiting scientist at the Max Planck Institute for Psycholinguistics and has given talks at many European and Indian universities.
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