SWAET 2018: Scandinavian Workshop on Applied Eye Tracking

Abstract:

In 2018 the Department of Management, Society and Communication at Copenhagen Business School will be hosting the Scandinavian Workshop on Applied Eye Tracking (SWAET). SWAET is an interdisciplinary workshop for researchers working with eye tracking across a lot of different applied fields.The most basic description of eye tracking is that it is technology that allows researchers to measure where people look in different situations. Eye-tracking measurements are typically conducted in research laboratories with study participants seated in front of screens and looking at still images, moving images, plain text, webpages, educational materials, sheet music etc., but it is also an increasingly portable technology with many applications in the field. We may for example observe how people interact with their environment when driving a car, shopping in a supermarket or learning in a classroom. Whether in the lab or in the field, eye-tracking technology gives researchers a unique window on the cognitive processes underlying a range of different human behaviours, based on the general logic that what humans look at is also what they are paying attention to and processing. We thus gain access to underlying cognitive processes that are otherwise very difficult to measure, since people generally do not have conscious access to these processes. The SWAET series has a particular focus on the application of eye tracking to understand real-life situations.