Eye Tracking on a Paper Survey: Implications for Design
Asking respondents to record their activity in a diary can be a difficult task due to retrospective reporting and cognitive burden as well as the complexity of the data collection tool. Diary questionnaires typically require multiple pieces of information including demographics, activities, and duration over a data collection period. Like other questionnaire types, visual design principles can be used to help people perceive and understand what is being asked of them during diary measurement. Eye tracking, a technology that allows us to passively study people’s eye movements, has been used mostly for questionnaire testing within the survey research field. This study focuses on using eye tracking and other user experience measures to analyze how respondents perceive, understand and experience different designs of the paper Nielsen TV Diary. We used eye tracking to gain insights into visual elements that draw attention, the amount of text that respondents read (e.g., terms/instructions), and how respondents complete the survey. This paper centers on the collecting and analyzing of qualitative and quantitative measures of the user experience, including eye-tracking data (e.g., fixation count, time to fixate), participants’ verbalizations, self-reported satisfaction, and performance data (e.g., accuracy, steps to complete). We also provide recommendations about the design of the paper diary based on the user experience and eye-tracking results.
KeywordsEye tracking survey diary visual design usability
Unable to display preview. Download preview PDF.
- 2.Redline, C.D., Lankford, C.P.: Eye-movement analysis: A new tool for evaluating the design of visually administered instruments (paper and web). In: Proceedings of the Section on Survey Research Methods, American Statistical Association. Paper presented at 2001 AAPOR Annual Conference, Montreal, Quebec, Canada (2001)Google Scholar
- 6.Libman, A., Smyth, J.: Turn that frown up-side down: The use of smiley faces as symbolic language in self-administered surveys. Paper presented at 2012 AAPOR Annual Conference, Orlando, Florida (May 2012)Google Scholar
- 7.Manfreda, K.L., Batagelj, Z., Vehovar, V.: Design of web survey questionnaires: Three basic experiments. Journal of Computer-Mediated Communications 7(3) (2002)Google Scholar