Practical field use of eye-tracking devices for consumer research in the retail environment

Eye-tracking equipment is now affordable and portable, making it a practical instrument for consumer research. Engineered to best analyze gaze on a plane (e.g., a retail shelf), both portable eye-tracking glasses and computer monitor–mounted hardware can play key roles in analyzing merchandise displays to better understand what consumers view. Researchers and practitioners can use that information to improve the sales efficacy of displays. Eye-tracking hardware was nearly exclusively used to investigate the reading process but can now be used for a broader range of study, namely in retail settings. This article presents an approach to using glasses eye tracker (GET) and light eye tracker (LET) eye-tracking hardware for applied consumer research in the field. We outline equipment use, study construction, data extraction as well as benefits and limitations of the technology collected from several pilot studies.

An eye opening experience: a critical turning point in the life of a young woman with a severe visual impairment

Research on social inclusion often focuses on social exclusion. However, in order to gain greater insights into ways to facilitate social change, it is equally important to research the social inclusion of those normally excluded. Indeed, while one important purpose of studying disabilism is to catalogue and critique all its forms, another critical purpose is to better understand how disabilism can be resisted and/or ameliorated at individual and/or societal levels. Thus, it is equally important to understand when, why and how disabilism does not negatively impact the lives of people with impairments as well as when it does. This paper presents a single case study of Lynette, a young woman with a severe visual impairment who has a life-changing experience in an inclusive environment. In particular, it explores the impact of exclusive and inclusive contexts on Lynette's identity development as she transitions to adulthood. By juxtaposing Lynette's experiences of exclusion with those of inclusion, it highlights contexts in which there is a critical mass of people with impairments living alongside able-bodied people as a possible antecedent/impetus for greater social inclusion of people with impairments in society more generally.

Myopia : why study the mechanisms of myopia? Novel approaches to risk factors Signaling eye growth- how could basic biology be translated into clinical insights? Where are genetic and proteomic approaches leading? How does visual function contribute to an

On July 26–29, 2010 the 13th International Myopia Conference was held in Tübingen, Germany and included 17 separate symposia, each with 3–5 presentations. Here, in a single paper, the chairs of those Symposia describe the scientific advances noted at the conference and include the full abstracts of the individual myopia papers presented in each symposium along with the authors and their institutions. The 17 Symposia covered 7 topics: Why Study the Mechanisms of Myopia?; Novel Approaches to Risk Factors; Signaling Eye Growth- How Could Basic Biology Be Translated into Clinical Insights?; Where Are Genetic and Proteomic Approaches Leading?; How Does Visual Function Contribute to and Interact with Ametropia?; Does Eye Shape Matter?; Why Ametropia at All?