Clustered insights: Improving eye tracking data analysis using scan statistics

Analysis of eye-tracking data in marketing research has traditionally relied upon regions of interest (ROIs) methodology or the use of heatmaps.

Clustered insights: Improving eye tracking data analysis using scan statistics

Christian Purucker

University of Würzburg

Jan R. Landwehr

Goethe University Frankfurt

David E. Sprott

Washington State University

Andreas Herrmann

University of St. Gallen

Introduction

Marketing research using eye tracking methods is broad. Recent growth in the use of these methods has been driven by tremendous technological advancements in eye tracking equipment with resultant adoption by a wide range of researchers and practitioners (Duchowski 2002). Various methods have been used to analyse eye tracking data, but most procedures rely upon traditional eye tracking metrics (Duchowski 2007), such as the number of...

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