Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling

Zhi Chen; Shuai Zhang; Sally Mcclean; Gaye Lightbody; Michael Milliken; Ian Kegel; Aygul Garifullina

doi:10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184

Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling

Zhi Chen, Shuai Zhang, Sally Mcclean, Gaye Lightbody, Michael Milliken, Ian Kegel, Aygul Garifullina

Research output: Contribution to conference › Paper › peer-review

5 Citations (Scopus)

Abstract

Eye tracking technologies are widely used in studies on Human-Computer Interaction (HCI). To get a better understanding of TV customer experience, a study was conducted at the BT Ireland Innovation Centre in which an eye tracker was used to record user interactions with a video-on-demand application, the BT Player. This paper presents the analysis of eye movement data integrated with the layout information from the BT Player. A Discrete Time-Markov Chain is applied to the dataset as the eye tracker records each gaze movement at a particular frequency, which can be regarded time-discrete. The Markov model is found to fit well to the dataset and reveals new insights, including the most likely gaze trajectory and how some application features attract attention in preference to others. The analysis has also identified several potential areas for further work.

Original language	English
Pages	916-921
DOIs	https://doi.org/10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184
Publication status	Published online - 9 Apr 2020
Event	2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI) - Leicester, United Kingdom Duration: 19 Aug 2019 → 23 Aug 2019

Conference

Conference	2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI)
Period	19/08/19 → 23/08/19

Keywords

Eye Tracking
Discrete-Time Markov Chains
R
TV Customer Experience
HCI
IPTV

Access to Document

10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184

https://ieeexplore.ieee.org/document/9060387/

Cite this

Chen, Z., Zhang, S., Mcclean, S., Lightbody, G., Milliken, M., Kegel, I., & Garifullina, A. (2020). Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling. 916-921. Paper presented at 2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI). Advance online publication. https://doi.org/10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184

Chen, Zhi ; Zhang, Shuai ; Mcclean, Sally et al. / Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling. Paper presented at 2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI).

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title = "Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling",

abstract = "Eye tracking technologies are widely used in studies on Human-Computer Interaction (HCI). To get a better understanding of TV customer experience, a study was conducted at the BT Ireland Innovation Centre in which an eye tracker was used to record user interactions with a video-on-demand application, the BT Player. This paper presents the analysis of eye movement data integrated with the layout information from the BT Player. A Discrete Time-Markov Chain is applied to the dataset as the eye tracker records each gaze movement at a particular frequency, which can be regarded time-discrete. The Markov model is found to fit well to the dataset and reveals new insights, including the most likely gaze trajectory and how some application features attract attention in preference to others. The analysis has also identified several potential areas for further work.",

keywords = "Eye Tracking, Discrete-Time Markov Chains, R, TV Customer Experience, HCI, IPTV",

author = "Zhi Chen and Shuai Zhang and Sally Mcclean and Gaye Lightbody and Michael Milliken and Ian Kegel and Aygul Garifullina",

year = "2020",

month = apr,

day = "9",

doi = "10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184",

language = "English",

pages = "916--921",

note = "2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI) ; Conference date: 19-08-2019 Through 23-08-2019",

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Chen, Z , Zhang, S , Mcclean, S, Lightbody, G, Milliken, M, Kegel, I & Garifullina, A 2020, 'Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling', Paper presented at 2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI), 19/08/19 - 23/08/19 pp. 916-921. https://doi.org/10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184

Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling. / Chen, Zhi ; Zhang, Shuai ; Mcclean, Sally et al.
2020. 916-921 Paper presented at 2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI).

Research output: Contribution to conference › Paper › peer-review

TY - CONF

T1 - Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling

AU - Chen, Zhi

AU - Zhang, Shuai

AU - Mcclean, Sally

AU - Lightbody, Gaye

AU - Milliken, Michael

AU - Kegel, Ian

AU - Garifullina, Aygul

PY - 2020/4/9

Y1 - 2020/4/9

N2 - Eye tracking technologies are widely used in studies on Human-Computer Interaction (HCI). To get a better understanding of TV customer experience, a study was conducted at the BT Ireland Innovation Centre in which an eye tracker was used to record user interactions with a video-on-demand application, the BT Player. This paper presents the analysis of eye movement data integrated with the layout information from the BT Player. A Discrete Time-Markov Chain is applied to the dataset as the eye tracker records each gaze movement at a particular frequency, which can be regarded time-discrete. The Markov model is found to fit well to the dataset and reveals new insights, including the most likely gaze trajectory and how some application features attract attention in preference to others. The analysis has also identified several potential areas for further work.

AB - Eye tracking technologies are widely used in studies on Human-Computer Interaction (HCI). To get a better understanding of TV customer experience, a study was conducted at the BT Ireland Innovation Centre in which an eye tracker was used to record user interactions with a video-on-demand application, the BT Player. This paper presents the analysis of eye movement data integrated with the layout information from the BT Player. A Discrete Time-Markov Chain is applied to the dataset as the eye tracker records each gaze movement at a particular frequency, which can be regarded time-discrete. The Markov model is found to fit well to the dataset and reveals new insights, including the most likely gaze trajectory and how some application features attract attention in preference to others. The analysis has also identified several potential areas for further work.

KW - Eye Tracking

KW - Discrete-Time Markov Chains

KW - R

KW - TV Customer Experience

KW - HCI

KW - IPTV

UR - https://ieeexplore.ieee.org/document/9060387/

U2 - 10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184

DO - 10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184

M3 - Paper

SP - 916

EP - 921

T2 - 2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI)

Y2 - 19 August 2019 through 23 August 2019

ER -

Chen Z , Zhang S , Mcclean S, Lightbody G, Milliken M, Kegel I et al.. Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling. 2020. Paper presented at 2019 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computing, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI). Epub 2020 Apr 9. doi: 10.1109/SmartWorld-UIC-ATC-SCALCOM-IOP-SCI.2019.00184

Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling

Abstract

Conference

Keywords

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Big data TV analytics for service and customer improvement

Cite this

Using Eye Tracking to Gain Insight into TV Customer Experience by Markov Modelling

Abstract

Conference

Keywords

Access to Document

Other files and links

Fingerprint

Student theses

Big data TV analytics for service and customer improvement

Cite this