Evaluation of the TV Customer Experience Using Eye Tracking Technology

As the TV experience evolves to provide customers with a richer, more interactive experience across multiple devices, it is increasingly important to make the best use of subjective and objective techniques to inform the development of TV user interfaces. This paper describes the design of a new experiment to evaluate the TV customer experience using eye tracking technology, focused on the BT Player, a visually-rich Video-on-Demand application. Eye tracking provides an objective assessment which does not interfere with the natural interaction of the user with the system. The evaluation will capture a unique data set through the observation of test subjects exposed to a prioritised set of test conditions presented within a controlled environment. The paper presents the design of the experiments, including requirements capture, hardware and software setup, experimental protocol, data collection and analysis. The paper also outlines the challenges posed by the dynamic nature of the content and user interaction with the TV interface.

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Author and article information

Contributors

Shuai Zhang

Sally McClean

Aygul Garifullina

Ian Kegel

Gaye Lightbody

Michael Milliken

Andrew Ennis

Bryan Scotney

Conference

Publication date: July 2018

Publication date (Print): July 2018

Pages: 1-5

Affiliations

[0001]Ulster University

United Kingdom

[0002]BT

United Kingdom

Article

DOI: 10.14236/ewic/HCI2018.88

SO-VID: c2ce27fa-cfa3-43c6-ad3c-cf3b2b335491

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This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: Proceedings of the 32nd International BCS Human Computer Interaction Conference

Conference acronym: HCI

Conference number: 32

Conference location: Belfast, UK

Conference date: 4 - 6 July 2018

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Human Computer Interaction Conference

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1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2018.88

Self URI (journal page): https://ewic.bcs.org/

References

N. F. Ali-HasanE. J. HarringtonJ. B. Richman 2008 Best practices for eye tracking of television and video user experiences Proceeding of the 1st International Conference on Designing Interactive User Experiences for TV and Video - Uxtv ’08 5. http://doi.org/10.1145/1453805.1453808
R. R. BondD. D. FinlayC. BreenK. BoydC. D. NugentN. D. Black, … D. Guldenring 2012 Eye Tracking in the Assessment of Electrocardiogram Interpretation Techniques University of Ulster , Jordanstown , Northern Ireland , United Kingdom University of Glasgow , Glasgow , Scotland , United Kingdom Eye tracking system, (Figure 1) 2 5
J. Brooke 1996 SUS-A quick and dirty usability scale. Usability evaluation in industry In Usability evaluation in industry 189 194
D. BruneauM. A. SasseJ. Mccarthy 2002 The Eyes Never Lie: The Use of Eye Tracking Data in HCI Research In CHI’02 25
K. Collins 2016 Eye Tracking in VR Headsets is the Future, and it‟s Starting Now May 9 2018 http://www.cnet.com/news/eye-tracking-vr-headsets-future-mwc-virtual-reality-oculus-samsung-gear/
C. EhmkeS. Wilson 2007 Identifying web usability problems from eye-tracking data In BCS-HCI ’07 Proceedings of the 21st British HCI Group Annual Conference on People and Computers 119 128
J. Feltham 2017 Oculus Patented Eye Tracking Device Days After Acquiring The Eye Tribe March 14 2018 http://uploadvr.com/oculus-patented-new-eye-tracking-device-days-acquiring-eye-tribe/
R. J. K. JacobK. S. Karn 2003 Eye Tracking in Human-Computer Interaction and Usability Research In The Mind’s Eye 12 573 605 Elsevier http://doi.org/10.1016/B978-044451020-4/50031-1
M. A. JustP. A. Carpenter 1980 A theory of reading: From eye fixations to comprehension Psychological Review 87 4 329 354 http://doi.org/10.1037/0033-295X.87.4.329
A. KarP. Corcoran 2017 A review and analysis of eye-gaze estimation systems, algorithms and performance evaluation methods in consumer platforms IEEE Access 5 16495 16519 http://doi.org/10.1109/ACCESS.2017.2735633
R. N. KhushabaC. WiseS. KodagodaJ. LouviereB. E. KahnC. Townsend 2013 Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking Expert Systems with Applications 40 9 3803 3812 http://doi.org/10.1016/j.eswa.2012.12.095
M. ObristR. Bernhaupt 2007 Focusing on Elderly: An iTV Usability Evaluation Study with Eye-Tracking P. CesarK. ChorianopoulosJ. F. Jensen EuroITV: European Conference on Interactive Television Berlin, Heidelberg Springer Berlin Heidelberg http://doi.org/10.1007/978-3-540-72559-6
A. PooleL. J. Ball 2005 Eye Tracking in Human-Computer Interaction and Usability Research: Current Status and Future Prospects Encyclopedia of Human-Computer Interaction 211 219 http://doi.org/10.4018/978-1-59140-562-7
Tobii. (2015 Tobii.com - Tobii is the world leader in eye tracking
Tobii Dynavox 2017 Tobii Dynavox - Power to be You March 26 2018 http://www.tobiidynavox.com/

Comments

Comment on this article

[1] N. F. Ali-HasanE. J. HarringtonJ. B. Richman 2008 Best practices for eye tracking of television and video user experiences Proceeding of the 1st International Conference on Designing Interactive User Experiences for TV and Video - Uxtv ’08 5. http://doi.org/10.1145/1453805.1453808

[2] R. R. BondD. D. FinlayC. BreenK. BoydC. D. NugentN. D. Black, … D. Guldenring 2012 Eye Tracking in the Assessment of Electrocardiogram Interpretation Techniques University of Ulster , Jordanstown , Northern Ireland , United Kingdom University of Glasgow , Glasgow , Scotland , United Kingdom Eye tracking system, (Figure 1) 2 5

[3] J. Brooke 1996 SUS-A quick and dirty usability scale. Usability evaluation in industry In Usability evaluation in industry 189 194

[4] D. BruneauM. A. SasseJ. Mccarthy 2002 The Eyes Never Lie: The Use of Eye Tracking Data in HCI Research In CHI’02 25

[5] K. Collins 2016 Eye Tracking in VR Headsets is the Future, and it‟s Starting Now May 9 2018 http://www.cnet.com/news/eye-tracking-vr-headsets-future-mwc-virtual-reality-oculus-samsung-gear/

[6] C. EhmkeS. Wilson 2007 Identifying web usability problems from eye-tracking data In BCS-HCI ’07 Proceedings of the 21st British HCI Group Annual Conference on People and Computers 119 128

[7] J. Feltham 2017 Oculus Patented Eye Tracking Device Days After Acquiring The Eye Tribe March 14 2018 http://uploadvr.com/oculus-patented-new-eye-tracking-device-days-acquiring-eye-tribe/

[8] R. J. K. JacobK. S. Karn 2003 Eye Tracking in Human-Computer Interaction and Usability Research In The Mind’s Eye 12 573 605 Elsevier http://doi.org/10.1016/B978-044451020-4/50031-1

[9] M. A. JustP. A. Carpenter 1980 A theory of reading: From eye fixations to comprehension Psychological Review 87 4 329 354 http://doi.org/10.1037/0033-295X.87.4.329

[10] A. KarP. Corcoran 2017 A review and analysis of eye-gaze estimation systems, algorithms and performance evaluation methods in consumer platforms IEEE Access 5 16495 16519 http://doi.org/10.1109/ACCESS.2017.2735633

[11] R. N. KhushabaC. WiseS. KodagodaJ. LouviereB. E. KahnC. Townsend 2013 Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking Expert Systems with Applications 40 9 3803 3812 http://doi.org/10.1016/j.eswa.2012.12.095

[12] M. ObristR. Bernhaupt 2007 Focusing on Elderly: An iTV Usability Evaluation Study with Eye-Tracking P. CesarK. ChorianopoulosJ. F. Jensen EuroITV: European Conference on Interactive Television Berlin, Heidelberg Springer Berlin Heidelberg http://doi.org/10.1007/978-3-540-72559-6

[13] A. PooleL. J. Ball 2005 Eye Tracking in Human-Computer Interaction and Usability Research: Current Status and Future Prospects Encyclopedia of Human-Computer Interaction 211 219 http://doi.org/10.4018/978-1-59140-562-7

[14] Tobii. (2015 Tobii.com - Tobii is the world leader in eye tracking

[15] Tobii Dynavox 2017 Tobii Dynavox - Power to be You March 26 2018 http://www.tobiidynavox.com/

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