Eye Tracking Data Representation and Visualization: on Information and Communication studies at CETAC. MEDIA



Eye tracking has become a preponderant technique in the evaluation of user interaction and behaviour with study objects in defined contexts. Common eye tracking related data representation techniques offer valuable input regarding user interaction and eye gaze behaviour, namely through fixations and saccades measurement. However, these and other techniques may be insufficient for the representation of acquired data in specific studies, namely because of the complexity of the study object being analysed. This paper intends to contribute with a summary of data representation and information visualization techniques used in data analysis within different contexts (advertising, websites, television news and video games). Additionally, several methodological approaches are presented in this paper, which resulted from several studies developed and under development at CETAC.MEDIA - Communication Sciences and Technologies Research Centre. In the studies described, traditional data representation techniques were insufficient. As a result, new approaches were necessary and therefore, new forms of representing data, based on common techniques were developed with the objective of improving communication and information strategies. In each of these studies, a brief summary of the contribution to their respective area will be presented, as well as the data representation techniques used and some of the acquired results.


eye tracking, games, heat map visualization


Human-Computer Interaction


Journal of Eye tracking, Visual Cognition and Emotion, Vol. 1, #2, August 2012

Cited by

Year 2014 : 2 citations

 Charoenpit, S., & Ohkura, M. (2014, December). Exploring emotion in an e-learning system using eye tracking. In Computational Intelligence in Healthcare and e-health (CICARE), 2014 IEEE Symposium on (pp. 141-147). IEEE.

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Year 2013 : 1 citations

 Rzayev, R. (2013). Blickbasierte Interaktion mit 3D-Displays: Entwicklung einer Kommunikationsarchitektur zur Evaluierung blickbasierter Interaktion.

Year 2012 : 2 citations

 Navarro, Ó., Molina, A. I., Lacruz, M., & Redondo, M. A. (2012). Utilización de técnicas de seguimiento ocular (eye tracking) en alumnos con problemas de aprendizaje (in DEA 2012).

 Almeida, S., Veloso, A., Mealha, Ó., Roque, L., & Moura, A. (2012, July). A Video Game Level Analysis Model Proposal. In Information Visualisation (IV), 2012 16th International Conference on (pp. 474-479). IEEE.

Year 2011 : 1 citations

 Almeida, S., Veloso, A., Roque, L., & Mealha, Ó. (2011). The Eyes and Games: A Survey of Visual Attention and Eye Tracking Input in Video Games. Proceedings of SBGames.