EYE GAZE NIONITORING U PILOT STUDY r Tec~nhl Appendix N CD BATCo document for Legal Services : Health Canada 19 May 1999 PROJECT BRISTOI EYE CIP~E MONITORING STUDY ,,ssch~wK~d~s thF Oceober, 1982. CC Le ~n~l~n S~~'1W (1I'I' n 3140 Il~lcl'ho"'ll?dll:l()·I h _Iccrrc~·c-'~''''"' ' -- -- BATCo document for Legal Services : Health Canada 19 May 1999 INDEX Paee No, i, INTRODUCTION ..I 2~ RESEARCH METHOD 3 APPENDICES A Technical Specifications for Eye Care Monitoring Equipment B · List of Poster Sites - August List of Poster Sites - September C Sample Details O Recruitment Questionnaire - August Recruitment Puestionnaire ~ September E Confirmation Letter ::: P Photograph of Equipnnent G Appointment Sheet and Daily Record Sheet H In-Depth Interviev Guide O IV BATCo document for Legal Senices : Health Canada 19 May 1999 __ *f · i, LNTRODUCTLON Engi~d CroJse I~socia~LJ ttd. was c~i~lioned by More O'Ferrall Ird, to undeteakf the Iecruitnen~ and fieldwork rrage of a collaboiarivr project undertaken by More O'Ferrall Ird, and B,A,T, (CR d DC) Led,, It vaJ agreed chat B,h,T, JCR b DC) Led, should provide the research iapur and would pay for the hire of Ihe eye gate monitoring equiplenr, More O'Pe~~ll on their part agreed to pay for che reenritment and payment of re~p~deP~~, the hire of the hotel, and E~'J research participation in the planning of ~ho studYl The objectives set for the study vere:· i, To establish whether or pot 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 translates into recalllrpcoguitioo of material, The research was designed to assess the Glay in ~ich consumers visually interact vith their environment ad, 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 vas planned in tvo Itages, It the first stage consumers vcre transported along a drive route in Bristbl (approxinatelf 20 minutes) vbilst vesting eye gaze monitoring equipment which provided on video a general ~iev· of the route and a specific monitoring of where the consumer directed hislher gore It any point in time during the journey, Therefore, using this tedni~ue, it was possible to obtoin m'Pctidn replay" of the drive route and of the participants viePing patterns, The second stage of the research involved an in depth iPtpwieu vith the consumer to cover recall of the route, The specific lip of this stage vas to delenine tile correlation between visual tracking behaviour and actual recall of the route, During this stage respondents vere given the lea·P!r ~. bl d*l mlia, r·. 1~. i. ~·I1·I b.ldd~ coprmentary on it, U ----- - BATCo document for legal Services : Health Canada 19 May 1999 Drivers and non-drivers were involved in the study, but all respondents participated as passengers, It uas felt that the experience of wearing the eye gaze monitoring equipment in conjunction with driving a hi:herto unfamiliar car would make it dangerous for individuals to participate as drivers in the study, Ar the analysis stage, however, emphasis will be placed upon eom;laring drivers' and nonldrivets' visual scanning of the route, Evidence from prelpilot 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 sines within the drive route were felt to be a reasonable spread of sizes and Tcsi~ioning, The eye gate monitoring equipment (see Appendix A for a copy 01 the technical specifications) had been used at Svansen University in a static laboratory situation, Considerable work was involved when the equipment arrived at B,&T, in order to modify the equipment so that it was suitable for a "dynanic" 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 adapl~eion, This document represents solely a technical document concerning the research methodology far recruitment of respondents, A separate report will be- provided by B,A,T, (CR ~ DC) ltd, to More O'Ferrall ltd, based on the computer analysis of the video films taken during thk drive route far the sample of respondents and an analysis of the in-depth 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 number 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, O 6, Contextual material (i,e, Adshells, shop window displays, etc,), BATCo document for legal Services : Health Canada 19 May 1999 _ ~ ~···_ f·· __ 2, ~ESLARCH !IETROlO It was agreed that prior to undertaking the pilot study it was crucial to have a pre-~;lor. The preLpilor 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 cost effective recrui cmenr method for respondents. The pre-pilot was undertaken on the 20eh and 215t July 1982 using the Holiday Inn as the most convenient and suitable location reasonably accessible to the start of the drive route, Numerous technical probler~ were indeed encountered and these were able to be eliminated for the main pilot work in August and September, In addition it was decided that recruiting respondents in their own home was probably less cost effective and more time consuming than an alternative method of contacting within the vicinity of the Holiday Inn, The main pilot study was undertaken in August (16,8,82 1 21,8.82,1 and September (13,9,82, 1 18,9,82, and 21122,9,82,), Tile partioliar wccits uc~TC SC1IICtCd in order to minimise the possibility of posters changing during the coarse of the research study, Ncve rehe less i t was known t[13t from day to day certain sites would change and these changes were monilored so that the necessary adjustments could be made at the interpretation stage. The drive route used for the study is shown overleaf and the advertisement which appeared on sites are shown in Appendix B - two lists are shown since the August pasters were clearly not identical to the September posters. 35 interviews were completed in August and 47 were completed in Septen~er, The total sJ~le size was therefore 82 respondents. The sample for the pilot included 3? sPakera of 2~ manufactured cigarettes per day and 49 non-smokers (see Appendix C for full detailllj, BATCo document for legal Services : Health Canada 19 May 1999 ·( tl·ll·tt I ~_ '·( \\" i IYI iF~ I" ·, " · ·v,, \ ' ., ·· ,,i~1f Il~~r -i ~· ;*· .~ I A1011) .·:~·· iFc·C ,·~· ~l~qlOllHO :· :·:,( ,n: i·:~·Mon I etl'~l ·;·· ·IJ.·· ,i ··,:~ .I I:·· :· ...t,~ aII .. i I r:i 1;1· I ,il I~cu ~01(1 :'j: : V \\II i~J I:j .·"'·' O\iY1 \I ' B.'' I C~ :? ·1 ·1·· :\iI;'I· i. ( ju'1'I ,c; I bid~l" ·, ,,~ ··· !IliiI P I I\ r ~1 i~ I~~/ i II II I I ,'' ~: ·~-; ····i;·-:I·~ I !· I'[ J~ I , · \· I: rl' ' ,n~L'J(· ~:Lu:~ ~ B-Et~~,, ·I IhJln · , *! I, I ''' ' ·2 I II~ · -. i;:,,'? ·j,II *' :' ' " ': "·~:i It :' i' I3i ·,' t'. I ·:'1 16I~ r rl I' ) / i 'I ~ Cjl · i '~ ' I ' di . · ~ ~. · : · ·~ ~~ · 1 ··1 'I 1' ' j .··('··)1.ib'' :' h r 1~ i j·I ~g~U .:C :· I ( ·-·) · ~j:~i~ ii ':;2 ;· ·$7 :; ;~39 'I'i'l:c ···.:·:I il'~i· ~' i ''' 1! ·/tn· ~.: \ :: ':~",... '' ~I·/· u i; 1·· I. s~·~r; ....~ ....: is~nlvn: ~v/~ ,,, ·, I ·· .II F~dli i: .U ' r·Iq d: .i' ' r ' *·~/: n:: Iblp: .,1 ''\ ''~;'' i ~ c~·· :iJ' ·, i:~ ·~ il·; :~·· 'j'F r $; i' I~ c·; Si·1 " ·, !1·7 ··z · 1 i'i i: 5 31 '~ '' I r '''' i I: :: :a \~ F;i.~~1? 7 Nrsl~lwe % ii . F : i; ~ 4· F ii t, ~· ~'· II i r·~ vs '~ '! ~i· ··!;.:, ~,,, ;II 13 :"'~ I LIIII :I I\ I . 8: ? 'iI .~I··~ i 2 i. I) I d~:':· Vi ' ' 4\ a , . I ' ' r ~ s· .·r :1 '~' : ' I :II ,, ·.. I :·I·I~ · :& ` .··; ~~ ·~,d jd· : :·I ·· j~ ''', I ,9 I r· 7·. ;:: 5 4 ·' IIlil j ··' I 1~ '·! :j. ill r I I (I,*:3 .,··\ \\ ~ ,I 1 I;. 11 i. Illr~nly~ ,, ~ ill i 16:I i/ ·· ,1 ,I 11, ·,( ,·· ~· ii ·Ir I · iiliI I,,·· I I''·.:·. ·111 :i /:il :ill "";,· C' , 1~ 9:·, I:i. '' ~iX56I j: I . .I IZ '% : !i··. Y I, 13 i' i (· 1·i ii -o '' ~P 1'''2'' ~I~ ', · t: ·* zrlv ·, r 1' `1 "'' 14 1. jr r , Ip~ · ;: i II · ~· II ~I ill ,i i ' ' To, I·' I 3lr;2J: a :i / i II· · t~ \I: 'I .· 1''·:'~·"v· ~ II. '···I,r, .· - II' ~··I: · L ~L ;i ~;;~-69·U'' ii. ii' I ~ I'! lo! .C.L .I I 'I ,, 141:irI -7,il' ~I ii:t: i;" II Y l- '!· ' i: r i. (.1.II I I ,,.,~ \ .·, ) I I I ·~ ·~ ·:· a ·: .t·'.; ''i ,· I · ,i·· ii I 'rr' ,· ··,,· LI~I ·~·· ; I C /' ' ~ ·,·~ !I ~ ' '~ n BATCo document for Legal Services : Health Canada 19 May 1999 The recruitmeoc questionnaire which was used in August: was modified Eor the Septe~i,er phase. The modiiicJlions were primarily to eliminate the possibility of participants thinking that che study was to do with the purchase ol any product or indeed to do with Lrketing" in any sense, The two versions Of the questionnaire are contained in Appendix D, In August interviewers recruited respondents in the street and subsequently telephoned them at home to confirm that they would be attending, Some respondents who were not on the phone were contacted in their awfi home, in September in addition to the street contacting and telephone follorup a confirmation letter was inrmediarcly sent to them (see Appendix E for coniirnation letter), Respondents were shown a p~orograph of the equipment st the reeruitmenr stage so that they were aware of how they uould looir when fitted with the equipment, 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, Iarcrvifwcrs were told that ttluy should avoid people who had high·bridged noses as this Would make the equipment uncomfortable for them to vear tit has now been subsequently established that the shape of the nose need not be used as an eliminatifig factor in future), interviewers were also told to avoid people who had very fat or puffy faces whose eyes were relatively small and set 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 car registration number at a distance of 2~ yards without the use of spectacles, Wearers of contact lenses could be included, bur 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 monitor could be obtained for the movement of the eye, Intenieving took place sc pre-arranged appointment times, ~he first appointment was 9,30 alPI and appointments were on the half hour for every hour through to i.l p.m., bur rmit~ing C.?O p.l. (vhln ~h h~ur traiiie uould exr,d rhl d~hiag ~ time), (hppendiK G for Appointment Sheer and Daily Record Sheet), 'U BATCo document for legal Services : Health Canada 19 May 1999 Respondents attended for approximately 2 hours, The first hour involved making sure that the equipment was registering their eye movement correctly and diving the motorist over the drive route, The second hour was an in-depth interriew which was undertaken in the Holiday Inn during which rime respondents were given an opportunity to spontaneously record what was seen on the drive route, were then shown photographs of all the posters and asked to sort out which ones they had seen and finally were allowed to watch the video of their drive route and connnent on it, Full details of the in-depth interview undertaken after the drive route is outlined in Appendix"H, Respondents were paid E7 to attend (T10 on the 21st/22nd September when it was crucial that the numbers were iet) and they signed to acknowledge receipt, Most respondents found the survey exceptionally interesting and were pleased To have taken part, BATCo document far Legal Services : Health Canada 19 May 1999 APPENDI;Y A Technical Specifications I~r Eye Gaze Monitoring Equipment O Q 00 LF·l TV BATCo document for Legal SeNices : Health Canada 19 May 1999 ~1 L L1~ U \L IV1~ L~ INSTRUMENTATION ax9~EH, Engla nd. MARI(ET[NG Tcl:l'hame (084 42113215(51ines) COMPAN\i LJD. Telex: 637354 Cables: ]MCO Oxf ord. Eye Movwnent Recorder Niodel 4 The EyeMark Recorder simuitaneausly and is superimposed into the field of view, Both c3ntinuoosly records the subject's discreet field of view and the superimposed visual point oi interest within his field of illuminated spat are then recorded on view, Th s is achieved by reflecting an 16mm motion picture film, closed circuit iV illuminated spo: off the eyeball earnea which or can be visually observed, Applications Simulators ·a ( Human factors "~-' 1 Behavioral studies ·~' " U 1 · · ~ Pattern recognition ··,, ~Za. 1 Market research g ( i·~ ·: a~~ ,, ;b · Medical research 1'3 --···- .' rd 3 ;r~*~$ , Reading therapy Highway engineering --· i ~Brg~airldrit~ '2re Y 1P I I; ·· ·L '?. I? ·t .. ·.~,! .· ~n~~. O ~;t fV O '"'1:·~;·' , ,,,. ,, ~I Iri '' YI~Y(- W BATCo document for Legal Services : Health Canada 19 May 1999