Advanced Map Optimalization Based on Eye-Tracking

Abstract

Geoinformation science is concentrated on the elements, measurement, modeling, propagation, and cartographic portrayal of geospatial data. Currently, thanks to advances in computer and internet technology, the production of digital cartographic products is massive. Map makers, cartographers or graphic designers perceive maps differently than the target audience. During the map making the considerable degree of subjectivity is brought in. In many cases, the specialist can hardly imagine how the map will be used. For these reasons, it is necessary to examine these products in the sense of user perception and cognition research. To be able to derive qualitative or quantitative measures of the user experience (usability), a number of evaluation methods is defined: focus group studies, interviews, direct observations, think-aloud protocols, retrospective think-aloud protocols, screen logging and eye movement recording and analysis. Analyses of eye movements can determine where the monitored person looks and how long are eye fixations on a particular area of the reference image. Eye-tracking can help to understand questions concerning user’s strategy of the information searching. The eye-tracking method can be considered as the objective one, because it is not influenced by the opinion of the monitored person. The chapter depictures different eye-tracking technologies and principles on which they operate. The main attention is paid to methods of processing and visualization of eye movement data obtained by contactless monitoring. The most frequently used methods are ScanPath, which typically reveals the qualitative characteristics of the observed users behaviour, and HeatMap, used for quantitative evaluation of data obtained by monitoring several users. On the benefit of the cartography it is possible to use the analysis of areas of interest (AOI), where different parts of the map (legend, scale, title, specific phenomena in the map, etc.) are evaluated in terms of the frequency of user fixations. The chapter summarize possibilities of utilization the human eye-tracking technology to evaluate user perception and cognition of maps and graphic outputs from Geographical Information Systems. Based on the eye-tracking analyses results, evaluated product (e.g. map) can be optimized so that its reading is more natural and the informational value is higher.