User Centric Associate Director Aga Bojko to Keynote EyeTrackUX, Las Vegas

User Centric Associate Director Aga Bojko will discuss the skills and knowledge necessary to become an eye tracking expert during her upcoming keynote address at EyeTrackUX, an eye tracking conference on user experience, on June 4, 2012 in Las Vegas.

In her presentation entitled, “How Do You Know If You Are a Real Eye Tracking Expert?” Bojko will explain the proper application of heatmaps, sample size calculation methods, fixation identification algorithms, data cleansing procedures, and shortcomings of alternative eye tracking techniques.

Driven by Bojko, User Centric has applied eye tracking to a variety of projects involving commercial and informational websites, major search engines, product packaging, and medication labels. Bojko’s anticipated book, Eye Tracking the User Experience, will outline how to plan for and conduct eye tracking studies, and delve into the correct examination and application of eye movement data.

Presentation Abstract

Inspired by lists such as “You know you are a true Twilight fan if…” or “You are not a real New Yorker unless…,” this talk will help you determine if you can, with a clear conscience,  call yourself “an eye tracking expert.” Several essential eye tracking expertise characteristics will be discussed but the following five will receive well-deserved emphasis:

1. A part of you dies inside every time you see a heatmap in place of proper data analysis.
2. It makes your day when other people know which fixation identification algorithm they are using and why.
3. You know there is no one magic number when it comes to choosing the sample size for eye tracking studies, and are willing to defend this position to the grave.
4. You would rather give up your eye tracker than proceed with analysis before properly cleansing the data.
5. You are intimately familiar with the self-proclaimed competitors to the “real eye tracking” (e.g., web cam eye tracking, virtual eye tracking, and simulated heatmaps), and can recite their limitations even when awoken in the middle of the night.

If you realize you are just not there yet, fear not. This presentation will send you on your way to becoming a true Master of the art and science (actually, mostly just science) of Eye Tracking.

About the Conference

Coinciding with the UPA 2012 conference in Las Vegas, Nevada, USA on June 5-7, 2012, EyeTrackUX is the premier international conference on user experience eye tracking, bringing together eye tracking researchers from all areas and fields to create a broad knowledge base for eye tracking research and methodology.  The conference covers both emerging techniques in development and established practices currently in use by user experience researchers.