Until now, I used the book of Holmqvist et al (2011) as the guide for eye tracking measures.
The Aga Bojko's book "Eye tracking the User Experience" brings me now a more accurate group of measures specifically though for UX. Here you are:
1) Measures of attraction for an area
- Noticeability measures:
- % of users who fixated an area
- Fixations done before looking to that area
- Time to first fixation since the stimuli is presented until they fixated into that area
- Interest measures:
- Number of fixations done in that area
- Total fixation duration of the gaze in that area
- % of time that that area is fixated
- Emocional arousal measures:
- Pupil diameter
2) Measures of performance for an area
- Mental work measures:
- pupil diameter
- Cognitive processing measures:
- Duration of the fixations on that area
- Target findabiblity measures:
- % of users who fixated in that area
- Fixations done before looking to that area
- Time to first fixation since the stimuli is presented until they fixated into that area
- Target recognizability measures:
- Number of ocular visits until clicking that area
- Time from the first fixation in that area until it is clicked
References:
Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurst,
Halszka Jarodzka, and Joost van de Weijer, Eye Tracking: A Comprehensive Guide to Methods and Measures. London: Oxford University Press, 2011.
Bojko, Aga. Eye tracking the user experience. Rosenfeld Media, 2013.
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