Find the difference! : eye tracking study on information seeking behavior using an online game

With the advent of digital era web applications have become inevitable part of our lives. We are using the web to manage even the financially or ethically sensitive issues. For this reason exploration of information seeking behavior is an exciting area of research. Current study provides insight on information seeking behavior using a classic ‘Find the Difference’ game. 50 university students between the age of 19 and 26 participated in the study. Eye movement data were recorded with a Tobii T120 device. Participants carried out 4 continuous tasks. Each task included two pictures side by side with 7 hidden differences. After finishing the tasks, participants were asked to repeat the game with the same picture set. This data collection methodology allows the evaluation of learning curves. Additionally, participants were asked about their hand preference. For the purpose of analysis the following metrics were applied: task times (including saccades), fixation count and fixation duration (without saccades). The right- and left-hand side on each picture was selected as AOI (Area of Interest) to detect side preference in connection with hand preference. Results suggest a significant difference between male and female participants regarding aggregated task times (male 58.37s respectively female 68.37s), deviation in the number of fixations and fixation duration (apparently female have less but longer fixations) and also in the distribution of fixations between AOIs. Using eyetracking data current paper highlights the similarities and differences in information acquisition strategies respectively reveals gender and education (Arts vs. Sciences) dependent characteristics of interaction.

Peppers, Don e Rogers, Martha, One to One B2B, Currency books, Double Day, Radon House Inc, Copyright, 2001

Há muito que se fala do fim do Marketing tal como o conhecemos. A segmentação cada vez maior de mercados e clientes e a importância da customização, tornaram obsoletas a maior parte das abordagens do marketing de massas. A evolução da economia e das TI (tecnologias da informação) e as consequentes alterações que esse processo implicou na cadeia de valor das empresas, nomeadamente das organizações de grande dimensão, fez com que o B2C –Business to Customer – tenha deixado de fazer sentido para estas empresas. O advento da World Wide Web e o impacto que as tecnologias «interactivas» têm actualmente sobre a economia, provocou grandes alterações nas relações entre as organizações e os seus clientes. Ao Marketing de massas sucedeu-se a relação individualizada cliente a cliente, emergente no B2B – Business to Business –one to one, onde mais importante do que as vendas é o relacionamento com o cliente que assume particular importância, nomeada mente em ordem à sua transição para outras zonas de negócio, como a Internet.