Attention measurement with eye-tracking & K-coefficient — explained

It all started at SWPS University…

How it works

  • μd, μa are the mean fixation duration and saccade amplitude,
  • σd, σa are the fixation duration and saccade amplitude standard deviations, computed over all n fixations and hence n Ki coefficients (i.e., over the entire duration of stimuli presentation).
  • K > 0 means relatively long fixations followed by short saccade amplitudes, indicating focal processing,
  • K < 0 means relatively short fixations followed by relatively long saccades, indicating ambient processing,
  • K = 0 indicates a rare situation when a person exhibits long saccades preceded by long fixations or short fixations followed by short saccades.

Sample use cases

A video advertisement

Shelf testing

Learning process

Summary

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Adam Cellary

Adam Cellary

I love to engage in interesting and forward-looking projects. I am a mixture of scrum master interested in startups with strong technical knowledge