Psychophysiology and Eye Tracking: New and old technologies that complement usability research

Oct 30, 2012, 1:00PM to 2:00PM

Location 319 A Street
Boston, MA
Cost Free
Details Mad*Pow Webinar Series:
Psychophysiology and Eye Tracking: New and old technologies that complement usability research

Usability practitioners rely on observational and self-reported data to document what study participants do and say so that we may determine possible design improvements. But when we rely only on what participants say and do, we don't get the whole picture. To become better researchers, we must seek out the non-traditional data rooted in what participants aren't able to express. What are they feeling? How did their emotions change over time, and why? The bad news is that there's not nearly enough research in the public domain that would give user experience practitioners the tools and knowledge to conduct this type of research.

The time has come to take eye tracking to the next level: to use it to determine what a participant is looking at when they have a psychophysiological response. But further public research is needed for us to reach that level. Many of the researchers investigating "neuromarketing" are doing so under lock and key – they do not want to give away their "secret sauce." As such, there is very little peer-reviewed research on applying psychophysiology to usability. As user experience researchers who want to further our field, we should help each other discover new ways of using these exciting technologies. This webinar aims to kick-start that conversation so that we may help each other become better user experience researchers.

Join Dan Berlin as he reviews the history of eye tracking, its current use, and how with a concerted effort, it could be exponentially more useful in the future by infusing psychophysiological data.

About Dan Berlin:

Dan performs both traditional and novel user experience research techniques at Mad*Pow. All our client engagements are varied; Dan helps determine which research activities are the most appropriate and will collect the most usable data for a particular project.

After seven years working with hard-to-use interfaces in technical support, Dan found his User Experience design calling after participating in a usability study. Dan enrolled in the MBA+MS in HumanFactors in Information Design program at Bentley University. After graduating from Bentley, Dan spent two years at an interactive agency performing usability and neuromarketing research studies. For the latter research, Dan investigated eye tracking and biofeedback methodologies, and has presented extensively on these topics.

Dan is an active member of the Usability Professionals Association, holds a BA in Psychology from Brandeis University, and is particularly interested in visual space perception.
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