Eye-tracking Output - Areas of Interest
Finally, we
need to draw conclusions from the data. To
do this we perform an area of interest analysis. Based
on the heat map and path analysis we select areas of
interest (AOI) and compute the number of times
viewers visit an AOI and the amount of processing
time spent.
In this figure (print ad shown left) we can
determine from the statistics that the Big Text was
the first fixation, and the logo was the last. The
longest fixation was also on the Big Text followed
by the large white space on either side of the
runner.