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Reliability of Self-Reported Awareness Measures Based on Eye Tracking

William Albert and Donna Tedesco

Journal of Usability Studies, Volume 5, Issue 2, Feb 2010, pp. 50 - 64

Abstract

Participants in a usability evaluation are often asked whether they noticed certain elements after some level of interaction with a design. The purpose of this study was to evaluate the reliability of self-reported awareness measures using eye tracking data. Participants were shown 20 popular homepages for 7 seconds each and then asked afterwards if they saw 2 particular elements on each page. The results showed that self-reported awareness measures are reliable, but can vary depending on question structure and object type. These findings have implications for how usability practitioners ask questions about object awareness, and how that information is used in the design process.

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Reliability of Self-Reported Awareness Measures Based on Eye Tracking