Interactive Television Research Institute Homepage

Our Facilities

Measurement Tools

Eye gaze set-up

 

Eye Gaze 

Through the use of specialised equipment and software we are able to measure and analyse viewer's eye movements, or eye-gaze. Analysing eye gaze in the TV context is particularly complex. Subject head movement, for example, is more extensive because viewer posture is dynamic. The distance between viewer and TV screen is considerably further than that associated with most eye gaze situations. Since 2002, however, ITRI has engaged in eye gaze research specific to the TV viewing context.

ITRI's non-intrusive eye gaze set-up, consisting of two small cameras hidden in a 'coffee-table' in front of the viewer, allows us to take a number of measures including head position and orientation, gaze direction, blink rate, saccade rate and eye closure to give estimates of attention and fatigue as well as information about where the viewer is looking on screen. This software is particularly useful for monitoring viewer's attention to the red CTA button or to picture-in-picture ads.

 

Biometric MeasuresGSR and pulse plethysmography monitoring equipment

We are also able to measure and record physiological measures such as galvanic skin response (GSR) and pulse plethysmography. By placing two small electrodes on viewer’s fingers which feed information back to a computer, a measure of GSR (or skin conductivity) can be recorded to give an indication of the viewer’s state of psychological arousal while they watch TV. Similarly, a small pulse transducer can be attached to the viewer’s finger to give an indication of the viewer’s interest in the program content.

Other measures such as respiration, heart rate and muscle tension are also possible although we tend not to use these as they are rather intrusive.

 

Perception Analysis

Perception Analyzer dials

We are also able to record viewer’s responses to content through the use of Perception Analyzer® dials. Each viewer uses one of these handheld dials to select a number from a preset scale to indicate their level of interest or arousal to program content. This moment-by-moment data is sent from the dials to a computer where further analysis of viewer’s ratings can be conducted.

Australians best recognise the use of perception analysis (or the worm) during election debates where it is used to monitor audience feedback of candidate's responses. ITRI uses perception analysis for research in political communication, pre-testing and selection of materials for integration in to studies, pilot testing and other research questions.