Eye Movement - Research and Workshop

A. Objective: We invited experts and scholars in Taiwan specialized in researching eye (eyeball) movement to share with Taiwan Tech design students the basic concepts of eye movement, the experiments and any practical research related to design, and to teach our students how to operate the eye tracking machine (眼動儀). By incorporating such knowledge and techniques into thier work, we aim students can bring design to a more sophisticated and diverse level.

B. Schedule of Various Eye Movement Lectures and Training in 2013

# Lecture Date & Time Audience Subject Lecturer Lecturer's Background & Information
1 20130308

ICD professors and students

(ICD-Industrial & Commercial Design Dept.)
Basic concepts and application of eye movement research Prof. Jie-Li, Tsai, Ph.D. Assistant Professor, Dept. of Psychology, National Taiwan Chien-Chih University (NCCU) Eye movement, reading, Psycholinguistics and the cognition of eyeball movement. For more information:
2 20130218

ICD professors and students

Operating the SMI RED 500 Eye Tracking machine(with live demonstration) Chia-Hsing Chen Doctoral Student, Dept. of Psychology, NCCU
  1. Collecting and processing SMI data
  2. Analyzing and processing SMI data
3 20130222

ICD professors and students

Introduction to the design and index of eye movement experiments Chia-Hsing Chen Doctoral Student, Dept. of Psychology, NCCU
  1. Developing an eye movement experiment.  
  2. Designing the experiment
  3.  Index evaluation


Eye Movement Workshop 01 - Basic concepts and application of eye movement research

Lecturer: Prof. Jie-Li, Tsai, Ph.D., Dept. of Psychology, NCCU
Date & Time: Friday, Mar 8th, 2013, 13:00~15:30
Venue: AAEON Bldg., Taiwan Tech

The ultimate objective in the world of design is for people's attention. Hence, the most direct way to reveal the effect (impact) of an artwork is to measure the visual psychology (what our mind think while seeing?) Through the use of tracking machine, various eye movements (e.g. gazing location and duration) can be captured and recorded precisely. Data collected, with conscientious and carefully-controlled and designed experiments, can help us to understand better the intensity of the effect and the preference of each test subject. This information is very useful and important for a designer's work, in terms of orientation/placement and contents.

Prof. Jie-Li, Tsai is an expert in eye movement research. Besides regular lectures at the Dept. of Psychology of NCCU, Prof. Tsai is also in charge of the Eye Movement and Reading Laboratory under the Mind & Brain Learning Center in the university. Results from Prof. Tsai's eye movement research and the cognitive and neural mechanism behind them had brought much insight and guidance for evaluation in both advertising and marketing-related businesses.


Eye Movement Workshop 02

Introduction to the SMI RED 500 system, including:

A. Hardware
Structural framework of SMI RED 500 and installation (connection between Operator PC and Subject PC)

B. Software
1. Eye Movement Measuring Device: H(SMI iViewX)
Installed in the Operator PC, the main function of H(SMI iViewX) is to connect the recording device from SMI, e.g. the RED Tracking System. It is also responsible for the calibration of the subject's eyeball, recording all the motion of the eyeball, basic setup of the whole tracking machine and interaction with Subject PC.

2. Displaying stimulation of eye movement: (SMI Experiment Center)
Installed in Subject PC, the function of SMI Experiment Center is to arrange experimental procedures, display stimulation of eye movement and control iViewX through UDP protocol.

3. Display and Analysis of Eye Movement Data: SMI BeGaze
SMI BeGaze displays and analyzes eye movement data visually to humans. It also converts IDF files to TXT/CSV/XLS document files for further evaluation processes.


Eye Movement Workshop 03

Contents of the lecture include:

  1. Basic theories and procedures of standard eye movement
  2. Tag Category within eye movement and its importance
  3. Eye movement index, ROI(/AOI) and its importance
  4. Demonstration of experiment examples