Drowning in Data: Eyetracker Tips and Techniques for Content-Coding Video Media

Abstract

As the use of eyetracker analysis in marketing extends from static print advertisements and webpages into dynamic media such as television and interactive gaming, the amount of data collected can quickly grow overwhelming. As the media under study is changing frame-by-frame, static methods of analysis no longer apply. This presentation looks at various methods of content-coding dynamic media for eyetracker analysis, and offers insight into how variables obscured in static media, such as dynamic goal-relevance, can create persistent biases in longitudinal eyetracker data.