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Using Eye Tracking as a Method in Market Research and Usability | December 7, 2013
Indian Institute of Technology Gandhinagar
Coordinator: Jaison A. Manjaly

This workshop is aimed mainly at people working in industry and serves as a general introduction to eye tracking and how it can be used as an exciting new method in market research and usability studies. During the workshop participants will gain theoretical and methodological know-how to understand how eye tracking can be used in both qualitative and quantitative research projects. Participants in the workshop will also get some hands-on experience with Tobii's eye trackers and see practical examples and case of eye tracking projects.

Topics to be covered:

  • Introduction to eye tracking in market research
  • Introduction to eye tracking in usability testing
  • How do we see and what do we see? The human eye, eye movements and visual attention
  • Understanding eye tracking technology and the value of eye tracking
  • General methodology - how to design and execute an eye tracking study
  • When and how to use eye tracking in market research
  • When and how to use eye tracking in usability testing
  • Using eye tracking for different types of research, examples and cases:
      • Eye tracking in web usability testing
      • Eye tracking in advertisement and communication research
      • Eye tracking in packaging research
      • Eye tracking in shopper research
  • Eye tracking hardware and software hands-on and demo

About the workshop Instructor
Tommy Strandvall is the Global Training Manager at Tobii Technology, the world leader in eye tracking solutions, based in Stockholm, Sweden. Tommy is Tobii’s most senior expert on eye tracking research and he has more than 10 years of experience working with eye tracking in market research, usability and academic research. During the past six years working at Tobii Tommy has visited and trained hundreds of clients around the world and participated in many conferences, workshops and events speaking mainly on how to use eye tracking in different research fields. For more information please visit Tommy’s web page on http://eyetracking.me

Registration

The course fee per participant:

Rs. 8,000/- Professional
Rs. 5,000/- Faculty
Rs. 4,000/- Student
Group discounts available for 4 or more participants registering from same organisation. For details contact Prof Jaison.

Registration fee can be directly debited to "IIT Gandhinagar Project & Consultancy" account. Please mention the "Eyetracking" while transferring the amount. Also email the details of the online transfer to jmanjaly [@] iitgn.ac.in.

Name of Bank: State Bank of India
Name of Branch: IIT Gandhinagar Branch
Account No: 30826075384
Branch Code: 11770
IFS/ RTGS Code: SBIN0011770
MCIR Code: 380002106
Swift Code: SBININBB417