Combining Eye Tracking with Skin Conductance Measures

 

Eye tracking and measurement of EDA (skin conductance) is a great method to extract insights regarding arousal when someone is looking at a particular area. For instance, researchers can create a study focused on the physiological feedback based on exposure to a scary advertisement. The researcher might follow up this exposure with a series of recall questions to determine how a change in skin conductance might affect recall of a particular item in the video. If this was the desired outcome, it would be necessary to set up an experiment with an eye tracker to capture fixations in the area of interest, and a GSR device like the Shimmer3 or E4 to gather data on the physiological state simultaneously. The data would have to align precisely to thru stimuli, the eye tracker, as well as the GSR in order to collect accurate data. Furthermore, the ideal setup also introduces a survey that is seamlessly launched after the exposure is finished.
The iMotions Software can offer the synchronization and survey capabilities to complete such a study. This offers the powerful combination of self-reported measures and observed data, injecting another layer of rigor into the analysis.

Eye tracking metrics:

  • Gaze
  • Fixations
  • Arousal
  • Areas of interest
  • Heat mapping
  • Distance to screen

GSR Metrics:

  • Skin conductance
  • Temperature
  • Optical heart rate

Survey:

  • Self report
  • Test planning

After data collection is complete, aggregate statistics and visualizations are simple to produce and export. Want to use Matlab for analysis? Export the metrics you want to CSV or use the API module to pass data out as it is collected. iMotions offers both metrics and raw data for export so you can quickly extract the insights that you need.