What are you looking at?

Hromadka, Erik
February 2006
Indiana Business Magazine;Feb2006, Vol. 50 Issue 2, p19
The article explores the research conducted at Ball State University's Center for Media Design in Muncie, Indiana that uses an eye-tracking device placed on a user's head to follow every movement as images flash on a television placed 10 feet away. The eye movements are recorded on a computer that demonstrates exactly where the person was looking and for how long. The research will greatly improve the understanding of what people watch on television instead of just relying on their own recorded logs. The center's first eye-tracking project is examining advertisements in television shows that tease viewers.


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