Evaluation and data

After being recorded, eye tracking data can be visualized and exported in a number of ways. The visualization options of the Tobii Studio software comprise:

• Heat maps: The focus of the test subjects’ attention is shown using a color scale on the individual slides viewed by the test subjects. Green dots indicate only a short period of focus, while red dots reveal the gaze remained on that point for a longer period of time.
• Gaze plots: The sequence with which the participants looked at points can be depicted using numbered gaze plots. A large dot in the gaze plot signals that a point was looked at for a longer period of time.
• Cluster: Areas on the slides that were looked at longer and more intensively can be pooled as colored clusters.

Areas or objects on a slide can be marked in Tobii Studio in order to display gaze statistics for the marked area. The quantified eye-tracking data can be exported as SPSS, R or Stata data sets.

The video below provides an initial overview of the data visualization and evaluation options provided by the Tobii Studio software.