scholarly journals Application of Eye Tracking Equiptment to Understand Consumer Perception of Beef Color and Marbling

2019 ◽  
Vol 3 (2) ◽  
Author(s):  
H. Martinez
Keyword(s):  
Eye Tracking ◽  
Consumer Perception ◽  
San Jose ◽  
Area Of Interest ◽  
Color Differences ◽  
Hedonic Scale ◽  
Tracking Device ◽  
Light Color ◽  
Beef Color ◽  
The Ideal

ObjectivesThe objective of this study was to understand consumer perception of beef color and marbling using eye tracking equipment.Materials and MethodsA total of 158 consumers from the Bryan/College Station, TX area were recruited to observe images of raw steaks and report overall, color, and marbling liking. The official USDA Small50 grading card image was edited by an experienced photographer (Adobe Photoshop CC, San Jose, CA) to create different degrees of color and marbling. This allowed all other intrinsic attributes of the steak image (i.e., shape and ribeye area) to be consistent across all edited images, therefore minimizing conclusions to focus on exclusively marbling or color differences. Consumers viewed two scenarios of pictures. Scenario 1 consisted of three images with Average Choice marbling in color scores of 8, 6, and 4 that correspond to dark, ideal, and light color categories, respectively. Scenario 1 was designed to understand consumer perception of beef color. Scenario 2 displayed three images of similar color (ideal; color score 6) and differing degrees of marbling (Average Choice, Low Choice, and Select). Images were presented on a 1,920 × 1,080 pixels computer screen while a Tobii TX-300 eye-tracking device collected data at a rate of 600 Hz. Each scenario was exposed for 10 s before automatically advancing to slides where consumers reported their overall, color, and marbling liking of each image on a 9-point hedonic scale where 1 = dislike extremely and 9 = like extremely. Between each slide, filler slides were placed for 3-s intervals with a target randomly placed in the top left, top right, bottom left, or bottom right. Consumers were instructed to stare at the target until the next slide appeared. This was intended to randomize where the consumers would begin their observations. Each image within the slide was defined as an area of interest (AOI) to collect eye-tracking metrics to compare the images within each scenario. Metrics included time to first fixation (TTFF), time spent, revisits, and fixation counts.ResultsIn scenario 1, consumers liked for overall and color liking the ideal colored image and rated the light-colored image lowest (P < 0.0001). Consumers fixated on the dark and ideally colored images before the light. Additionally, more time was spent observing the dark and ideally colored images compared to the light (P < 0.0001). The number of revisits and fixation counts were greatest for the ideal colored image followed by the dark image and were lowest for the light-colored image. In scenario 2, consumer overall and marbling liking was highest for Average and Low Choice images. Consumers rated the Select image lowest for overall and marbling liking (P < 0.0001). Eye tracking data was reflective of these findings. The Low Choice image was viewed the fastest with more time spent viewing, attracted more revisits, and accounted for greater fixation counts compared to the Average Choice and Select images (P < 0.0001).ConclusionThese findings confirm the use of eye tracking equipment can provide additional insight into the factors that drive consumer acceptability and therefore potentially increase beef consumption. Implementing this tool in future studies will provide information on consumers’ cognitive behavior that cannot be observed solely through hedonic measures.

scholarly journals Division of Area of Fixation Interest for Real Vehicle Driving Tests

2017 ◽  
Vol 2017 ◽  
pp. 1-10
Author(s):  
Qian Xu ◽  
Tang-yi Guo ◽  
Fei Shao ◽  
Xue-jiao Jiang
Keyword(s):  
Eye Tracking ◽  
Clustering Algorithm ◽  
Mean Shift ◽  
Characteristic Analysis ◽  
Novice Drivers ◽  
Area Of Interest ◽  
Visual Characteristic ◽  
Fixation Points ◽  
Tracking Device ◽  
Real Vehicle

The area of interest (AOI) reflects the degree of attention of a driver while driving. The division of AOI is visual characteristic analysis required in both real vehicle tests and simulated driving scenarios. Some key eye tracking parameters and their transformations can only be obtained after the division of AOI. In this study, 9 experienced and 7 novice drivers participated in real vehicle driving tests. They were asked to drive along a freeway section and a highway section, wearing the Dikablis eye tracking device. On average, 8132 fixation points for each driver were extracted. After coordinate conversion, the MSAP (Mean Shift Affinity Propagation) method is proposed to classify the distribution of fixation points into a circle type and a rectangle type. Experienced drivers’ fixation behavior falls into the circle type, in which fixation points are concentrated. Novice drivers’ fixation points, which are decentralized, are illustrated in the rectangle type. In the clustering algorithm, the damping coefficient λ determines the algorithm convergence, and the deviation parameter p mainly affects the number of clusters, where larger p values generate more clusters. This study not only provides the cluster type and cluster counts, but also presents the borderlines for each cluster. The findings provide significant contribution to eye tracking research.

scholarly journals Analysis of eye-tracking behaviours in a pediatric trauma simulation

CJEM ◽  
2018 ◽  
Vol 21 (1) ◽  
pp. 138-140 ◽  
Author(s):  
Omar Damji ◽  
Patricia Lee-Nobbee ◽  
David Borkenhagen ◽  
Adam Cheng
Keyword(s):  
Eye Tracking ◽  
Trauma Patient ◽  
Pediatric Trauma ◽  
Pediatric Emergency ◽  
Start Time ◽  
Time Duration ◽  
Area Of Interest ◽  
Eye Fixations ◽  
Tracking Device ◽  
Tracking Devices

ABSTRACTEye-tracking devices are able to capture eye movements, which are further characterized by fixations. The application of eye tracking in a trauma setting has not been explored. Visual fixation can be utilized as a surrogate measure of attention during the management of a trauma patient. We aimed to determine the feasibility of using eye tracking and to characterize eye tracking behaviours of pediatric emergency medicine physicians during management of a simulated pediatric trauma patient. Each participant was equipped with a head-mounted eye-tracking device during a standardized simulated pediatric trauma scenario. Each session was video recorded, with visual fixations defined as >0.2 seconds, and characterized by start time, duration, and the area of interest. Data from seven videos were analysed; 35% of eye fixations were directed towards the mannequin, 16% towards the monitor, and 13% towards the bedside doctor. Visual eye tracking in a trauma simulation is feasible. Frequency of fixations tends to be highest towards the patient. Eye tracking within trauma simulation may provide new insights into quality improvement and inform advancements in pediatric trauma.

scholarly journals A Fast and Effective System for Analysis of Optokinetic Waveforms with a Low-Cost Eye Tracking Device

Healthcare ◽  
2020 ◽  
Vol 9 (1) ◽  
pp. 10
Author(s):  
Chong-Bin Tsai ◽  
Wei-Yu Hung ◽  
Wei-Yen Hsu
Keyword(s):  
Eye Movements ◽  
Eye Tracking ◽  
Eye Movement ◽  
Low Cost ◽  
Saccadic Eye Movements ◽  
Slow Phase ◽  
Eye Tracker ◽  
Effective System ◽  
Tracking Device ◽  
Traditional Approaches

Optokinetic nystagmus (OKN) is an involuntary eye movement induced by motion of a large proportion of the visual field. It consists of a “slow phase (SP)” with eye movements in the same direction as the movement of the pattern and a “fast phase (FP)” with saccadic eye movements in the opposite direction. Study of OKN can reveal valuable information in ophthalmology, neurology and psychology. However, the current commercially available high-resolution and research-grade eye tracker is usually expensive. Methods & Results: We developed a novel fast and effective system combined with a low-cost eye tracking device to accurately quantitatively measure OKN eye movement. Conclusions: The experimental results indicate that the proposed method achieves fast and promising results in comparisons with several traditional approaches.

scholarly journals The Recreational Trail of the El Caminito del Rey Natural Tourist Attraction, Spain: Determination of Hikers’ Flow

2021 ◽  
Vol 18 (4) ◽  
pp. 1809
Author(s):  
Gemma María Gea-García ◽  
Carmelo Fernández-Vicente ◽  
Francisco J. Barón-López ◽  
Jesús Miranda-Páez
Keyword(s):  
Eye Tracking ◽  
Circulation Pattern ◽  
Travel Speed ◽  
Outdoor Activity ◽  
Efficient Management ◽  
Exponential Increase ◽  
The Mean ◽  
Tracking Device ◽  
Tracking Devices

Hiking is a very popular outdoor activity, and has led to an exponential increase in the number of visitors to natural spaces. The objective of this study was to analyze the circulation pattern of visitors to the Caminito del Rey trail, based on the three zones into which the trail can be divided. The sample consisted of 1582 hikers distributed into three different profiles. Of these, 126 utilized an eye-tracking device during the hike, while, for the rest (1456), only their travel speed along the trail was recorded. The use of eye tracking devices identified a greater number of interesting landscapes located in zones 1 and 3 of the trail, and it was observed that the mean travel speed was greater for zone 2 (42.31 m/min) (p < 0.01). Additionally, when the three different visitor profiles were analyzed, significant differences were found between the mean travel speeds according to sectors (p < 0.05). This information is crucial for more efficient management of the trail, as it allows for the development of measures to control and regulate the flow of visitors according to zone, and the design of additional strategies to increase the awareness of the hiker about specific areas of the hike.

scholarly journals The Influence of Package Attributes on Consumer Perception at the Market With Healthy Food

2016 ◽  
Vol 64 (6) ◽  
pp. 1919-1926 ◽  
Author(s):  
Kamila Ježovičová ◽  
Jana Turčínková ◽  
Denis Drexler
Keyword(s):  
Eye Tracking ◽  
Questionnaire Survey ◽  
Nutritional Value ◽  
Food Composition ◽  
Consumer Perception ◽  
Primary Data ◽  
Packaging Materials ◽  
Healthy Foods ◽  
Main Interest ◽  
Depth Interviews

The paper provides findings about how packaging of healthy foods is perceived by consumers. The primary data were collected by eye-tracking using the SMI RED 250. This investigation analyzed 12 healthy products and it was completed by 50 respondents. This method was supplemented with in-depth interviews with the same respondents who participated in the eye-tracking research. A questionnaire survey (n = 261) was also a part of the research. Based on these two methods, real and declared consumer behavior can be recognized and the differences between these behaviors can be identified. The main interest was to determine which package attributes of healthy foods are the most interesting according to consumers. The research shows that the most attention in terms of information is devoted to nutritional value, food composition and also country of origin. Furthermore, the attention was focused on the most suitable packaging materials for various kinds of products as well as colors used on the packaging of these foods. The results provide valuable information to create an attractive and effective packaging of healthy products.

scholarly journals Use of machine learning to identify autism with natural social gaze behavior (Preprint)

2021 ◽  
Author(s):  
Zhong Zhao ◽  
Haiming Tang ◽  
Xiaobin Zhang ◽  
Xingda Qu ◽  
Jianping Lu
Keyword(s):  
Machine Learning ◽  
Eye Tracking ◽  
Classification Accuracy ◽  
Autism Spectrum ◽  
Support Vector ◽  
Gaze Behavior ◽  
Linear Discriminant ◽  
Face To Face ◽  
Area Of Interest ◽  
Social Gaze

BACKGROUND Abnormal gaze behavior is a prominent feature of the autism spectrum disorder (ASD). Previous eye tracking studies had participants watch images (i.e., picture, video and webpage), and the application of machine learning (ML) on these data showed promising results in identify ASD individuals. Given the fact that gaze behavior differs in face-to-face interaction from image viewing tasks, no study has investigated whether natural social gaze behavior could accurately identify ASD. OBJECTIVE The objective of this study was to examine whether and what area of interest (AOI)-based features extracted from the natural social gaze behavior could identify ASD. METHODS Both children with ASD and typical development (TD) were eye-tracked when they were engaged in a face-to-face conversation with an interviewer. Four ML classifiers (support vector machine, SVM; linear discriminant analysis, LDA; decision tree, DT; and random forest, RF) were used to determine the maximum classification accuracy and the corresponding features. RESULTS A maximum classification accuracy of 84.62% were achieved with three classifiers (LDA, DT and RF). Results showed that the mouth, but not the eyes AOI, was a powerful feature in detecting ASD. CONCLUSIONS Natural gaze behavior could be leveraged to identify ASD, suggesting that ASD might be objectively screened with eye tracking technology in everyday social interaction. In addition, the comparison between our and previous findings suggests that eye tracking features that could identify ASD might be culture dependent and context sensitive.

Evaluation of Situations Causing Split of Attention in Multimedia Learning Environments via Eye-Tracking Method

2015 ◽  
pp. 337-367 ◽  
Author(s):  
Duygu Mutlu-Bayraktar ◽  
Servet Bayram
Keyword(s):  
Eye Tracking ◽  
Learning Environments ◽  
Visual Information ◽  
Multimedia Learning ◽  
Heat Maps ◽  
Tracking Method ◽  
Attention Effect ◽  
Area Of Interest ◽  
Video Images ◽  
Multimedia Environments

In this chapter, situations that can cause split of attention in multimedia environments were determined via eye tracking method. Fixation numbers, heat maps and area of interest of learners were analyzed. As a result of these analyses, design suggestions were determined for multimedia environments to provide focusing attention to content without split attention effect. Visual and auditory resources should be provided simultaneously. Visual information should be supported with auditory expression instead of texts. Images such as videos, pictures and texts should not be presented on the same screen. Texts provided with pictures should be presented via integration to each other instead of separate presentation of text and picture. Texts provided with videos should be presented via integration to each other instead of separate presentation of text and video. Images should be given via marking important points on images to increase attention.

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