Measuring the course of attention with Interactive Vision Trace

You would like to find out how your advert is perceived or what the flow of attention of your website is? The Harris Interactive Interactive Vision Trace allows for a virtual eye-tracking simulation. Therewith the flow of attention can be recorded and evaluated. Interactive Vision Traces is based on the scientifically validated method of the Focus Window. It is a good alternative to common eye-tracking methods.

Click here to view an example

Fig. 1: example advertisement		Fig. 2: ad with focus window for Interactve Vision Trace

How does Interactive Vision Trace work?

• An illustration (e.g. a print ad) is shown out of focus as if it was only in the periphery of eyesight.
• Thus, the view is strongly defocussed, so that no details can be recognised anymore. Respondents can, however, identify enough of the image to be able to decide which parts are worth being viewed in more detail.
• Only a small part is shown in focus to the respondents.
  (see figure 2)
• This focus window can be moved over the illustration with the mouse which allows for the exploration of the advert.
• By recording the mouse movements it is possible to record the paths of the field of focus and to summarize these as indicators.

Fig. 3: average duration [sec] until first contact with the element		Fig. 4: order of viewing

What can be evaluated with Interactive Vision Trace?

1. First Contact/Start
   Where does the viewing start most often? How long does it take until a certain element is viewed for the first time? (see figure 3)
   
2. Flow of attention
   Which flow of viewing is supported by the design of the advert? The design of an advert can suggest a particular order of viewing. Since only little time is usually devoted to viewing an advert, the crucial information (e.g. the product) should be reached relatively quickly. In which order are the elements viewed? (See figures 4 & 5)
3. Hot Spots
   What points are the focus of attention? What are the areas of interest? (Heat Map, see figure 6)
   
4. Potential of Viewing
   Which elements receive more attention, which receive less? Some parts of an advert are missed completely because they are too subtle or uninteresting. (see figure 7)
   
5. Period of lingering
   Which elements can keep the respondents’ attention? Both very interesting as well as elements that are particularly difficult to understand are normally viewed for a longer period of time. Indicators: average viewing period [sec.]/event, average number of viewings. (see figure 8)
   

Fig. 5: scanpath of an examplary person		Fig. 6: ad with hotspots

Fig. 7: proportion of respondents who explored the element		Fig. 8: average viewing duration [sec]

Advantages of Interactive Vision Trace

• Derivation of results relevant for further proceedings based on the actual flow of attention.
  
  
• Interactive Vision Trace is through the focus window interesting for the respondents and therefore has a motivating effect.
  
• Easy for the respondents to use, so the test can be started immediately without any training being required.
  
• The method is non-reactive and adaptive to the problem.
  
  
• Recording the flow of attention does not depend on the willingness and capability of the respondents to transmit their flow of viewing (e.g. by clicking).
  
• Costs for it are lower than for the traditional eye-tracking.
  
• There is no risk of loosing data or recording artifacts.
  
• Interactive Vision Trace allows for a wide regional distribution of the sample (including small-town and rural population).
  

Use the Interactive Vision Trace to test the flow of attention on your print advert, your website or, your supermarket shelf.

For further information please contact: research@harrisinteractive.de