Eye tracking research and application: convergence of academic and industry worlds

Anjonet Jordaan -- Wed, 07/29/2015 - 16:18

Eye tracking research and application: convergence of academic and industry worlds

Eye Tracking South Africa will hold its annual Open Day and academic seminar on 7 and 8 October 2015 on the Vaal Triangle Campus (Vanderbijlpark) of North-West University.

 

ETSA logo

What is eye tracking?

In the simplest terms, eye tracking is the measurement of eye activity. Where do we look? What do we ignore? When do we blink? How does the pupil react to different stimuli? The concept is basic, but interpreting data can be complex and the application of eye tracking is present in nearly every sphere of society today.

With very few exceptions, anything with a visual component can be eye tracked. We use our eyes almost constantly, and understanding how we use them has become an extremely important consideration in research and design.

In recent years researchers have applied eye-tracking technology to gain insight into the best placement of a company logo on web pages you visit, the magazines you buy, and the jersey of your favourite rugby or soccer player.

Eye tracking is used to aid educationists’ efforts to make education and learning opportunities inclusive for different students with disabilities, learning styles and in different contexts. By tracking what students focus when different media are used to augment a lesson, provides great insight into what adds value instead of just being ‘more’.

The automotive, medical and defence industries have applied eye tracking technology to make us safer. The medical field also uses eye tracking to aid those with disabilities to communicate with the world around them by using eye movement. Research with special populations has generated exciting breakthroughs in psychology and physiology. Every day, as eye tracking is used in creative new ways, the list of applications grows.

 

What can you expect at the 2015 ETSA event?

Open Day: Wednesday, 7 October

Venue: NWU Vaal Triangle Campus, Building 31 lecture rooms (G01, G02 and G10).

 

The aim of the Open Day is to create a greater awareness of eye tracking amongst the general public and academics alike, and will offer workshops and exhibitions on the following topics:

  • Introduction to eye tracking
  • Eye-tracking research: an overview of interests and applications (Presenter: Prof Kenneth Holmqvist from the LUND eye-tracking academy in Sweden)
  • Marketing
  • Usability
  • Assistive technologies
  • Educational design
  • Combining eye tracking and EEG
  • HCI (human computer interaction)
  • Demonstration of Tobii eye-tracking products
  • Demonstration of SMI eye-tracking products

The ETSA 2015 Open Day is open to everyone and attendance is free.

 

Academic seminar: Thursday 8 October 2015

Venue: NWU Vaal Triangle Campus, Building 31 lecture rooms (G01, G02 and G10).

 

The academic seminar will provide an opportunity for participants to present their research and get feedback. It will therefore take on the format of a colloquium rather than a formal conference.

Kenneth Holmqvist from the LUND eye-tracking academy in Sweden.
Prof Kenneth Holmqvist from the LUND eye-tracking academy in Sweden.

Keynote speaker Prof Kenneth Holmqvist, from the LUND eye-tracking academy in Sweden, will present his address and will form part of the discussion group at the seminar.

Details of the seminar are as follows:

  • If you would like to present and discuss your research at the seminar, you have to submit 250-word abstract 3-4 weeks before the event (by 7 September).
  • Abstracts should be submitted to: info@eyetrackingsa.com
  • No peer reviews will be done and no proceedings will be published.
  • Presenters will get 20 minutes each.
  • You do not have to present at the seminar in order to attend – anyone is welcome.
  • A registration fee of R100 will be payable by all who attend (presenters and non-presenters).

Please visit Eye Tracking SA’s website for more information www.eyetrackingsa.com