Overview
Our current projects use eye-tracking to understand how users traverse through web-based information space. Eye-tracking provides an avenue for investigating the structural and behavioral determinants of web page viewing though methods in content design, path analysis, and visual salience. Based on the findings, we are developing both design principles and theoretical developments in multiple contexts: for example, online advertising, visual design and layout, information management, and navigation in online environments.

The equipment we operate is in the Applied Sciences Laboratories 504 eye-tracking system, which utilizes a CCD camera to capture a subject's corneal reflection and reconstruct the eye position.

We have a number of ongoing research and visualization projects. Please click on a link below to be taken to additional information.

• Research: web page viewing behavior, correlates of visual disconnect, AdTrak, online decision-making.
• Visualizations: shadow and fixation maps, interactive contextual analysis, path analysis.
• Images

Publications
Feusner, M., Hembrooke, H., & Gay, G., (in progress) The Average Scanpath: A Method for Understanding Typical Viewing Behavior. Behavior Research Methods.

Lorigo, L., Pan, B., Hembrooke, H., Joachims, T., & Gay, G. (in press). How users Google: User, task and sequence patterns (Information Processing and Management)

Granka, L., Joachims, T., and Gay, G. (2004). Eye-Tracking Analysis of User Behavior in WWW Search. In Proceedings of the 28th Annual ACM Conference on Research and Development in Information and Retrieval. (SIGIR '04). Sheffield, UK.

Pan, B., Hembrooke, H., Gay, G., Granka, L., Feusner, M., and Newman, J. (2004). The Determinants of Web Page Viewing Behavior: An Eye-Tracking Study. In S.N. Spencer (Ed.), Proceedings of Eye-Tracking Research and Applications, New York. ACM:SIGGRAPH.

Conferences
Pan, B., Gay, G., Hembrooke, H., Granka, L., and Feusner, M. (2003, October). Eye-Tracking in the Design and Evaluation of Digital Libraries. Presented at the NSDL All Projects Meeting. Washington, DC.

Papers Under Review
Hembrooke, H., Fuesner, M., & Gay (under review). Averaging scan patterns and what they might tell us. Eye Tracking Research and Applications, 2006.

Hembrooke, H. Pan, B., Joachims, T., Gay, G., & Granka, L. (under review). In Google we Trust: Users evaluation of Google Results. JCMC special issue.

Joachims, T., Granka, G., Pan, B., Hembrooke, H., Radlinski, F., and Gay, G. (under review). Evaluating the accuracy of implicit feedback from clicks and query reformulation in web search. Transactions in Information Systems (ACM).