00:00 Introduction to AOIs
01:16 Add AOIs
01:52 Auto AOIs
02:40 Copy and Paste
03:16 Analyzing AOI Data
03:58 Visual Features
04:30 Most Important Tip - Create Contrast
04:57 Summery
today’s session is about creating areas of interest, or AOIs.
This topic is crucial for understanding how users interact with visual content, be it websites, advertisements, or packaging.
AOIs help us focus our analysis on specific regions of interest within a visual stimulus, allowing us to gather more meaningful data about how users engage with those areas.
What Are AOIs?
Let’s start with the basics. Areas of Interest, or AOIs, are specific regions on a screen or within a visual field that you define for the purpose of analyzing eye-tracking data.
By setting AOIs, you can determine where users look, how long they spend looking at different areas, and how their gaze transitions between these areas.
Why Are AOIs Important?
AOIs are crucial for several reasons:
*Focused Analysis:* They allow you to isolate and analyze specific elements of a visual stimulus, such as a button, image, or text block.
*Quantitative Metrics:* AOIs provide quantitative data on metrics like gaze duration, fixations, and saccades within defined areas.
*Improving Design:* By understanding which areas attract attention and which do not, you can make data-driven decisions to enhance advertisement effectiveness and website design.
Setting Up AOIs**
Now, let’s discuss how to set up AOIs effectively. There are several steps involved:
*Define Your Objective:**Purpose:* Determine what you want to learn from the analysis reports? Are you interested in user attention, interaction, or navigation patterns?
*Content:* Identify the key elements on your screen or visual stimulus that you want to analyze.
*Add AOIs:*
In Feng-GUI, use the AOIs "Add Area" menu, to create AOIs on your visual content.
Carefully place AOIs around elements of interest. Ensure they accurately cover the areas you want to study.
Assign clear and descriptive labels to each AOI. This helps in organizing and interpreting your data.
Use consistent naming conventions and sizing for AOIs across similar studies to maintain clarity and comparability.
Fine-tune the size and position of AOIs as needed to ensure they capture the relevant content without overlapping or missing important areas.
Make sure AOIs are large enough to capture user interactions but not so large that they overlap with other AOIs.
Validate your AOIs by running "Analyze" and or reviewing the reports to ensure they are capturing the intended areas effectively.
Automatic creation of AOIs using object detection algorithms works by identifying key objects or elements in an image, such as faces, products, or text, using machine learning models. These models scan the image, draw bounding boxes around detected objects, and automatically designate these areas as AOIs.
Analyzing AOI Data**
Once your AOIs are set up, you’ll want to analyze the data collected. Look at metrics such as:
"Time To First Fixation" The time it takes for a viewer's gaze to land on an AOI.
"Fixation Duration" How long users spend looking at each AOI.
"Fixation Count" The number of times users look at an AOI.
"Gaze Patterns" How gaze transitions occur between AOIs.
These metrics can provide insights into user engagement and the effectiveness of different visual elements.
Visual Features provide a comprehensive breakdown of the specific elements within your design that influence user attention. This feature analyzes key visual characteristics, such as contrast, color, edges, and shapes, which play a vital role in guiding the viewer’s gaze. By understanding how these features impact the overall Visibility Score of the AOI, you can make informed decisions about adjustments to improve visibility and focus on critical areas.
That brings us to the end of our lecture on creating AOIs for eye-tracking studies. I hope this has given you a solid foundation on the topic. Let’s open the floor for any questions you might have.
Understanding how to effectively set up and analyze AOIs is essential for leveraging eye-tracking data to its fullest potential.
