Eye-tracking technology utilizes specialized cameras and software to monitor a person's eye movements as they engage with content. By analyzing this data, researchers can pinpoint the areas of a webpage or video that attract the most attention, map the viewer's eye movements across the screen, and determine the duration of their gaze on specific elements.
Armed with eye-tracking data, Volda University College students delved into the analysis of several web documentaries. Their work focused on elements such as text placement, image and video arrangement, and the integration of multimedia components. By meticulously examining the eye-tracking data, they were able to identify the elements that captivated viewers and pinpoint areas where documentary makers could refine their work to better capture audience attention.
Preparing for a Future Fueled by Technology
The overarching goal is to equip students with the skills and adaptability necessary to navigate a future characterized by constant technological advancements and evolving practices. By actively engaging with cutting-edge technologies like eye-tracking glasses, students gain a deeper understanding of their potential and limitations, laying the foundation for their future endeavors as content creators.
"Nobody is better positioned to explore these emerging technologies than young students with advanced media practices, who will soon be the driving force behind content creation," asserts Kjetil Vaage Øie, the course leader.
Feedback Reinforces the Value of Eye-Tracking
"It was interesting and good to include this in the Web Documentary course", says Charlotte Nölle, one of the few students who already had experience with eye-tracking technology. "I hadn't worked with the glasses before, so it could've been useful with some more training and guidance in the beginning, although it was also fun to figure it out on our own", reflects Charlotte. "It was a more experimental approach, with trial and error. We will definetely include some of the findings from our research in our own web documentary."
Eye-Tracking: A Valuable Learning Tool
The integration of eye-tracking technology into the course gives a more objective and data-driven method for evaluating web documentaries. Instead of relying solely on subjective opinions or viewer feedback, eye-tracking data furnishes concrete insights into how viewers engage with the content.
"Beyond web documentary evaluation, eye-tracking technology holds a wide spectrum of applications," explained Kjetil Vaage Øie. "For instance, it can be employed to analyze user interaction with websites, advertisements, and other visual stimuli, enabling businesses and marketers to optimize their content for enhanced effectiveness. The likelihood that students will encounter this technology during their careers is high, making this learning experience all the more valuable."
Group 1: Christina Brehm, Edwina Clews, Daniel Kuner,
Gabriela Niecewicz, Janka Niepelova
Read the report here.
Group 2: Florian Bauer, Alicia Everard, Tanoë Decoster, Zuzanna Jarzębowska, Dion de Vries
Read the report here.
Group 3: Charlotte Nölle, Lina Martens, Iratxe Muxika Carrion, Ana Ester
De Miguel Ceballos, Theresa Moretti
Read the report here.
Group 4: Alexandre Demacq, Līva Klepere, Aivars Šaicāns, Katrine Schouboe, Audrey-Lynn Struck
Read the report here.
