Passive Eye Monitoring

Part of the series Signals and Commmunication Technologies pp 347-372

Eye Monitoring in Online Search

  • Laura GrankaAffiliated withGoogle
  • , Matthew FeusnerAffiliated withDepartment of Ophtalmology, University of California
  • , Lori LorigoAffiliated withTuck School of Business at Dartmouth

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The Web introduces both new opportunities and challenges for eyetracking research. Recent technological advances in hardware and software have greatly contributed to the use of eye monitoring (or eye gaze tracking) for the analysis of online applications. Eye Monitoring is now being used to offer insights into homepage marketing, advertising, reading of online news, and interpreting user behavior in online search environments. This chapter will assess some of the key issues surrounding data collection and analysis in online contexts. We will then specifically address the use of eyetracking for online search in more detail.