EYE GAZE MONI;rORING ~ PILOT STUDY ~ Teohnioal Appendix ~c~c~i~i~ PROJECT BRISTOL EYE CP~E MONITOBfdC STUDY haaduln LL(F ht;llk~.l I(~?ic';ar·I1Ba~'!'\~~ October, 19BZ, 0;· La~cho S\VIW IB'I' 3140 Il~lcl,honcl~Bd(M ·F? ,.., ' . · ····' t''::',et·'· C: I i I; P C~F~:ia-~-!.f asf I,c..;:.n.ol INDEX Paee Nol I, INTRODUCTION ..1 21 RESEARCH MEMOO 3 APPENDICES A Technical Specifications for Eye Case Monitoring Equipment B · List of Poster Sites ~ August List of Poster Sites I September C Sample Details D Recruitment Questionnaire I August Recruitment Questionnaire · September E Confirmation netter .::: F Photograph of Equipment G Appointment Sheer and Daily Record Sheet H Irrnepth Interview Guide iV O n, ClibPDF -~!:i.f3stlc.cnli --- · 1 INTRODUBTON I England Crosse Associates ltd, was co~iseioned by More O'Flrrall ltd, to undertake the recruitment and fieldwork stage of a collaborative project undertaken by Mote O'Ferrall ltd, and B,I,T, (CR 1 DC) led,, It vas agreed that B,A,T, (CB. d DC) ltd, should provide the research input and vould pay for the hire oi the eye sere oanitoring equip*a~, More 0'rorrell on their pare agreed to pay far the recruitment and payment of rupcadears, the hire of the hotel, and ECA'I research participation in the planning of ~he study, The objectives set for the study vere:· I, To establish whether or not individuals attend to posters in the environment, 2, On the assumption that individuals do attend to posters in the environment, to determine the prime variables influencing the style of that attention (e,g, duration and tracking pattern), 3, To determine (also on the assumption that people attend to posters in the environment) the extent to which attention :·.I. translates into recalllrecognition of material, The research was designed to assess the way in which consumers visually interact with their environment and, in particular, to determine the influence of posters and other Contextual material on visual tracking behaviour, In order to achieve these objectives, the research interview was planned in two stages, Al the first stage consumers were transported along a drive route in Bristol (approxinarely 20 minutes) whilst vearing eye gaze monitoring equipment which provided m video a general viev of the route and a specific monitoring of where the consumer directed hislher gaze at any point in time during the journey, ?heref ore, using this technique, it was possible to obtain an "action replay" of the drive route and of the participants viewing patterns, The second stage of the teseareh involved on in depth ineerviev with the consumer to cover recall of the route, The specific aim of this stage was to determine rile correlation betveen visual tracking behaviour and actual recall of the route, During this stage respondents were given the ~pprruPib to dn dl.ia~o iilp a! ill route ard B gin rlw~~el (a.~piti~pR Eo~nentary on iEl U Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill ~~---~-- Drivers and norrdrivets were involved in the study, but all respondents participated as passengers, It was felt that the experience of wearing the eye gaze monitoring equipment in conjuneeion uith driving a hitherto unfamiliar car would make it dangerous for individuals to participate as drivers in the study, At the analysis stage, however, emphasis will be placed upon comparing drivers' and nolrdrivers' visual scanning of the route, Evidence from prelp/lat work indicated that even as a passenger in a car, a driver is aware tin visual terms) of driving cues such as traffic lights, on-coming traffic at roundabouts etc,, pedestrians and other cars, More O'Ferrall selected the drive route and the poster sites within the drive route were felt to be a reasonable spread of sizes and positioning, The eye gaze monitoring equipment [see Appendix A for a copy of the technical specifications) bad been used a: Svansea University in a static laboratory situation, Considerable oork was involved when the equipment arrived at B,b.r, in order to modify the equipment so that it vas suitable far a "dgnamie" situation, lighting conditions, the lack of a power source and the need to ensure exact calibration were some of the numberous issues involved in technical adaptation, This document represents solely a technical document concerning the research methodology for recruitment of respondents, A separate report will be.,provided by B,A,T, (GR ~ DC) Ltd, to More O'Ferrall Ltd, based on the computer analysis of the video films taken during chi! drive route for the sample of respondents and an analysis of the inedeprh interview which followed the drive route, Aspects of the analysis will involve assessing the effects of the following variable on visual tracking behaviour: i, The n~ber of poster sites, 2, The type of locations (head on, parallel, etc,) 3, The size of the posters, 1, The contents of the posters, 5, Static opportunities to view, P 6, Contextual material (i,e, Adshells, shop window displays, etc,), 2, RF,SEARCH ?IETHQD It was agreed that prior to undertaking the pilot study it was crucial to have a pre·pilo~. Ihe pre!pilot was intended primarily to test on the one hand the use of the eye gaze monitoring equipment and on the other hand to check the most cast effective recruitment method far respondents 1 The pre-pilot vas undertaken on the ZOlh and 2lst July 1982 using the Holiday inn as the mast convenient and suitable location reasonably accessible to the start of the drive route, Numerous technical problems were indeed encountered and these were able to be eliminated for the main pilot work in I\ugust and September, In addition it was decided that recruiting respondents in their own home was probably less cost effective and mote time consuming than an alternative athod of contacting within the vicinity of the tIoliday Inn, The main pilot study was undertaken in August (16,8,82 - 21,8,82,) and September (13,9,82, - 18,9,82, and 21/22,9.82,), The partiolllr vccks n!re selected in order to minilaise the possibility of posccrs d~Pnging durillg the Eoarse or the research study, Ncvetcheless it was kndun that from day to day certain sites would change and these changes were monitored so that the necessary adjustments could be made at the interpretation stage. The drive route used for the study is shown overleai and the advertisement which appeared cn sires are shcwn in Appendix B - two lists are shovn since the August posters were clearly not identical to the September posters, 35 interviews were completed in hsust and 47 were completed in Septe~er, The total sj~te sire was therefore 82 respondents, The sample for the piler included 33 smokers of 2e manufactured cigarettes per day and 49 non-smokers (Ilee Appendix C for full derails), Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 6;h:ii~i~irr ·* I ·Iri,r*L·ll ~II, i'!~J:3:I 1. r '1. \\ , :II ,, ~·~Y,i ,: ·I·i:1 II '; \ :?, ·I`z t-\; :·~.. 1 /I I~ , B~ostl / 9 -· MII1L· ~til·: ·~ ·) ~.,*·MOHIPLVI? 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Y· Il 1. .~.· `' , ' ·.I,· b~· ·~·' Clil;PDF -!:!r:!r:!-f ;istlc.;:nlil - The recruitment ~ueseionnJire which was used in August was modified for the September phase, The modi[icadons were primarily to eliminate the possibility of participants thinking that the study was to do with the purchase of any product or indeed to do with htketing" in any sense, The two versions of the questionnaire are contained in Appendix D, In Angust interviewers recruited respondents in the street and subseguear~ telephoned them at home to confirm that they would be attending, Some respondents who were not on the phone were contacted in their own home, ID September in addition to the street contacting and telephone follorup a confirmation letter was ilmpediately sent to them (see Appendix E for confirmation letter), Respondents were shown a photograph of the equipment at the recruitm~nr stage so that they were avare of how they would look when fitted with the equipmen~~ It does not seem that the idea of wearing the equipment caused any major bias in who was likely to agree to take part, Most people seemed to accept that they would simply wear the equipment, (See Appendix Fl, Intcwiewcrs were told that they should avoid people who had highlbridged noses as this would make the equipment uncomfortable for them to wear tit has nov been subsequently established that the shape of the nose need not be ased as an eliminating factor in future), Interviewers were also told to avoid people who had very fat or puffy faces whose eyes were relatively small acid Jet close together, This still seems to be a necessary screening factor on physical appearance , All participants in the study had to be able to see a eat registration a~ber at a distance of 25 yards without the use of spectacles, Wearers of contact lenses could be included, but people who wear glasses and cannot see at that distance without glasses could not be included since the light mechanism would reflect off the glass and no ponitor could be obtained for the movement of the eye, Interviewing rook place at pre-arranged appointment times, The first appointment was 9,30 a,m, and appointments were on the half hour for every hour through to iJO p.m., bur a~ling 1.~ p.m. (vh~n Nth ~our traffic ~ld lumd Iba hiring R rime), C4ppendix C for $poinemenr Sheet and Daily ~ecotd Sheer), ~] Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill Respondents attended for approximately 2 hours, The first hour involved making sure that the equipment vas registering their eye movement correctly and driving the motorist over the drive route, The second hour was an ialdepth interview which was undertaken in the Holiday Inn during which time respondents were given an opportunity to spontaneously record what was seen on the drive route, were then shovn photographs of all the posters and asked to sort oar vhieh ones they had seen and finally were allowed to watch the video of their drive route and cc~men~ on it, Full details of the inedepth interview undertaken after the drive route is outlined in Appendixi, Respondents were paid f7 to attend (f10 on the 21se/22nd September when it was crucial that the numbers were ~er) End they signed to ackno~ledge receipt, Most respondents found the survey exceptionally interesting and were pleased to have taken parr, Clil;PDF - !::!!::!!::!:f3stlc.;:nlil APPENDI;Y A Technical Specifications for Eye Gaze Monitoring Equipment O O #I C~ IV ClibPDF - !:!r!r:!:f3stlc.;:nlil ~ 1 L L1 U U \ I IV1 H L~ IU' "Y" V'1~C~ L L'U~1C' vn~Vlu~lnlc, tNSTRllMENTATION OX93~H,Engbnd. MARKaING ~t Thdme (084 42U 3215 (5lines) COMPANY aD. Telex: 837354 Cables: IMCO Oxf ard Eye Y~ent Recorder Model 4 The Bye-Mark Recorder dmu~anaaudy and is suoerirnposed into the field of view, Both continuously rceords the subject's discreet field of view and the aupadmpased visual point of interest within his field of illurninated spot are then recorded on view, This is achieved by reflecting an 16mm motion picture film, closed circuit ~ ·· illuminated spot off the eyeball carnla which or can be visually obJc~d~ Applications ( Simulators ( Human factors ~t·' · L~ I Blhlrioral studier ·,.·~f· 1.IC '- 4 \ 1 · · I Patternrecognition hC.: Jlia3. P L~ I Market research cr~:Y .tl 1 , .. I·~ b I Medical research Aeading therapy I Highway engineering ( Target acquisition r ~h~··- 1. -* ~IU-~J i" ' 1 ·'··~ '~4~1~3~ r rc;· O ;'t· ;·t~l o ~· w "4L.~kLi~l-pi-~:! ClibPDF - v~~fastio.soni