This thesis deals with use of Information technology for analysis of exposure to advertising communications, focusing on outdoor advertising.In the theoretical part is a brief outline of the beginnings and development of advertising, its effects on people, whether it can change their consumption behaviour, its position in the modern world and the way new technology along with psychology can be used for its analysis. The second part gives insight in the practical research of effects of outdoor advertising on people. There is an approach of Eye Camera technology in praxis, preparation for research, problems solved in its course. Data obtained are both verbally and graphically interpreted.

My master's thesis goes in for new term neuromarketing and its specific application in a quality marketing research. In a theoretical part I will present terms like marketing, marketing research and neuromarketing. In an application part I will introduce a company Vodafone, whose campaign will be analyze from many views. Firstly I will analyze an advertising campaign with a help of its emotional and rational value and I will show all the elements which catch our attention. Then I will provide a questionnaire survey. And I will compare its results with eye tracking survey from Millward Brown agency. This agency carries out neuromarketing research in the Czech Republic.

The purpose of this study was to investigate the relationship between early eye tracking and later non-suicidal self-injury, and whether this relationship was negatively impacted by distress and impulsivity, and conversely alleviated by emotional regulation and problem solving abilities. Briggs-Gowan et al. (2001) found that young children with recurrent and comorbid externalizing and internalizing problems have the most impairment; they exhibit greater difficulty with emotional stability, and require greater utilization of mental health services. Little research has focused on the relationship between eye tracking in early infancy and suicidal self-injurious (NSSI) behavior in early childhood. Multiple regression analysis was used to determine if eye-tracking in early infancy and later self-injurious behavior is mediated by impulsivity, distress, problem solving, and emotion regulation; for which child’s gender and income-to- needs as the control variables. Data from the National Institute of Child Health and Development (NICHD) Study of Early Child Care and Youth Development (SECCYD). When examining the mediating influence of early eye tracking at 15 months in the relationship between self-injurious behavior at 15 years of age, distress at 54 months, impulsivity at 54 months, emotion regulation in the 5th grade, and problem solving in the 6th grade, it was found that these variables did not have a significant mediating effect. Although the hypothesized path model was the most parsimonious, the results suggested that impulsivity acts as a mediator in the relationship between SES and problem solving. As such, impulsivity may be directly associated with the functions of problem solving. The significance of this study is that it adds to the research that emphasizes the importance of understanding early markers (e.g., eye tracking in early infancy) for social outcomes and should be utilized by educators, parents, and early intervention programs to ensure social success for children. However, the results in this study should not be considered for the use of policymaking, given the limitations presented.

Tato práce popisuje systém pro sledování obrazovky počítače v reálném čase a určení pozice uživatelova pohledu na tuto obrazovku s využitím dat z eye-trackovacích brýlí a Uniform Marker Fields. Vytvořený systém lokalizuje obrazovku počítače ve snímcích z kamery umístěné na eye-trackeru snímající scénu před uživatelem. V této scéně je detekován marker zobrazený na monitoru počítače. Po jeho úspěšné detekci je marker skryt a ke sledování pozice obrazovky jsou dále využívány významné body detekované ve snímku z kamery ležící na obrazovce, případně z celého snímku. Pokud sledování významných bodů selže, marker je znovu zobrazen a systém je znovu inicializován pomocí detekovaného markeru. Aby byl marker pro uživatele co nejméně nápadný a obtěžující, jsou využity data z eye-trackeru k tomu, aby byl marker zobrazen co nejdále od oblasti uživatelova zájmu. Pro vyhodnocení výkonu a přesnosti vytvořeného systému a rušivosti markeru pro uživatele bylo provedeno několik experimentů a testování s uživateli.

Tato diplomová práce byla vytvořena během studijního pobytu na Uviversity of Estern Finland, Joensuu, Finsko. Tato diplomová práce se zabývá využitím technologie sledování pohledu neboli také sledování pohybu očí (Eye-Tracking) pro interakci člověk-počítač (Human-Computer Interaction (HCI)). Navržený a realizovaný systém mapuje pozici bodu pohledu/zájmu (the point of gaze), která odpovídá souřadnicím v souřadnicovém systému kamery scény do souřadnicového systému displeje. Zároveň tento systém kompenzuje pohyby uživatele a tím odstraňuje jeden z hlavních problémů využití sledování pohledu v HCI. Toho je dosaženo díky stanovení transformace mezi projektivním prostorem scény a projektivním prostorem displeje. Za použití význačných bodů (interesting points), které jsou nalezeny a popsány pomocí metody SURF, vyhledání a spárování korespondujících bodů a vypočítání homografie. Systém byl testován s využitím testovacích bodů, které byly rozložené po celé ploše displeje.

In der heutigen Zeit ist die effiziente Nutzung aller verfügbaren Ressourcen von zentralem Interesse. Im Bereich der Flugführung hat die Fernüberwachung von Flughäfen aus diesem Grund über die letzten 10 Jahre immer mehr Bedeutung erlangt. Die größten Vorteile der Fernüberwachung liegen in der geringeren Abhängigkeit von Flughafengebäuden und deren Instandhaltung, einer vereinfachten Personalplanung (vor allem bei kleinen Flughäfen) sowie dem möglichen Hinzufügen von zusätzlichen Informationen beim Arbeitsplatz zur Fernüberwachung. Insbesondere das Designen eines Arbeitsplatzes zur Fernüberwachung hat in diesem Zusammenhang eine Schlüsselrolle eingenommen. Die größte Herausforderung bei dieser Umsetzung ist ein Mensch-Computer-Interaktionsmodell, das die Verlagerung der Arbeitsplätze unterstützt, indem es die Einflüsse auf den Operateur und dessen Aufgaben beschreibt. Die vorliegende Dissertation fokussiert sich auf die Anwendung und Verbesserung eines Mensch-Computer-Interfacemodells zur Umwandlung eines Arbeitsplatzinterfaces ohne Beeinflussung der Aufgabe des Operateurs. Das präsentierte Modell konzentriert sich auf den Informationsfluss am Arbeitsplatz, anstatt technisch machbare Konzepte zu präsentieren. Es besteht aus 3 Teilen, welche sich separat mit dem Einfluss des veränderten Interfaces auf den Informationsfluss auseinandersetzen. Das Modell wird für die Thematik der Fernüberwachung spezifiziert und angewendet. Nur wenige Publikationen beschäftigten sich bisher mit Strategien, mit denen Towerlotsen Flugführung durchführen. Daher ist das Ziel dieser Arbeit, einen soliden Beitrag zur Entwicklung der Psychologie im Bereich Mensch-Computer-Interaktion zu leisten, welcher durch praktische Anwendungen und Erweiterungen der Methodik untermauert wird. Der Hauptunterschied zwischen dem konventionellen Arbeitsplatz und dem Arbeitsplatz zur Fernüberwachung ist der Verlust der Außensicht und des Fernglases und deren Ersatz durch Kamerasysteme. Neue Systeme in der Flugsicherung können die menschliche Leistung beeinflussen. Daher hat die Fernüberwachung besonderen Einfluss auf die Bereiche Ausrüstung des Arbeitsplatzes, das Benutzerinterface und menschliche Leistungsfähigkeit. Die Herausforderung für die Ausrüstung des Arbeitsplatzes besteht darin, Informationen zu identifizieren, welche durch die Fernüberwachung reduziert wurden und diese durch zusätzliche Informationensysteme bzw. Assistenzsysteme zu ergänzen. Für den Faktor Benutzerinterface ist das Ermitteln und Analysieren von dynamischen Informationen besonders wichtig. Für die menschliche Leistungsfähigkeit besteht hier die Frage, wie sich Arbeitslast und Situationsbewusstsein kombiniert auf die Leistung auswirken und welche Konsequenzen das auf die Arbeit an einem Arbeitsplatz zur Fernüberwachung hat. Alle Herausforderungen wurden im Detail analysiert. Für den Faktor Ausrüstung des Arbeitsplatzes zeigen zwei Analysen die große Vielzahl an Indikatoren, welche verwendet werden können, um die Veränderung des Informationsflusses zu bestimmen. Die detaillierte Analyse des Windsack Indikators liefert ein Beispiel, wie die verschiedenen Indikatoren angewendet werden können. Die zweite Analyse zeigt, wie die bestehenden Indikatoren zur Lotsenaufgabe um spezielle Wetterindikatoren erweitert werden, um den Aspekt der Überwachung des Luftraums vollständig abzudecken. Für den Faktor Benutzerinterface wurde eine besondere Blickanalyse mit dem Namen Integration Guideline for Dynamic Areas of Interest (IGDAI) entwickelt. Diese erlaubt, die dynamischen Informationen innerhalb des Interfaces eines Arbeitsplatzes zu analysieren. Sie wird auf den Arbeitsplatz zur Fernüberwachung angewendet. Für den Faktor menschliche Leistungsfähigkeit zeigt eine detaillierte Analyse, wie Arbeitslast und Situationsbewusstsein die Leistung bei niedriger und hoher Aufgabenlast beeinflussen. Durch das Anwenden von IGDAI konnten zwei Kontrollstrategien in Abhängigkeit zur Aufgabenlast identifiziert werden. Das bereitgestellte Model für die Veränderung des Interfaces ohne Beeinflussung der Operatoraufgabe stellt einen Sonderfall in Bereich der Mensch-Computer-Interaktion dar. Der Übergang vom konventionellen zum Fernüberwachungsarbeitsplatz ist ein sich immer noch fortsetzender Prozess. Weitere Entwicklungen im Bereich der Fernüberwachung von Flughäfen sind notwendig, um den zukünftigen Herausforderungen an die Flugführung zu begegnen. Deshalb stellen die in dieser Dissertation dargestellten Konstrukte, erarbeiteten Methoden sowie Ergebnisse eine solide Basis für zukünftige Forschungsarbeiten bereit.:Table of Contents I Synopsis 1 1 Introduction 2 2 Research framework and goals 4 2.1 Human-computer interaction 4 2.2 Remote Tower Operations 4 2.3 Remote Tower Research 6 2.4 Embedding into HCI 7 2.5 Research goals of the dissertation 8 3 The development of a new workplace 9 3.1 Redesign of a workplace 9 3.2 Design factors in Aviation 10 3.3 Remote Tower Metrics 11 3.4 Dynamic Areas of Interests 11 3.5 Adaptation and strategy shifts 11 4 Methodological aspects of the dissertation 13 4.1 Identify and evaluate remote tower metrics 13 4.2 Evaluate dynamic areas of interest 13 4.3 Measuring Situation Awareness 14 5 Discussion and implications 16 5.1 Summarising the findings 16 5.2 Theoretical implications 17 5.3 Implications for the application 19 5.4 Critical reflection of the methodology 20 5.5 Revenue for psychological research 22 6 Literature 24 II Article 1: How to Evaluate Remote Tower Metrics in Connection to Weather Observations. An Extension of the Existing Metrics 28 III Article 2: A Guideline for Integrating Dynamic Areas of Interests in Existing Set-up for Capturing Eye Movement: Looking at Moving Aircraft 53 IV Article 3: The Influence of Task Load on Situation Awareness and Control Strategy in the ATC Tower Environment. 84 V Contributions to conferences 116 VI Curriculum vitae and publications 117 / The efficient usage of all available resources is a central interest of our time. In air traffic management, the topic of remote tower operations has increased in importance over the last 10 years. Herein, the design of a remote tower workplace plays a key role in the successful implementation of remote tower operations. Less dependency on building and maintaining airport control towers, an improved human research planning (especially for small airports) and an increase in available information to the conventional tower workplace are central advantages of remote tower operations. However, a potential challenge for this approach is an HCI model that supports the transition by describing the influence on the operator task. This dissertation focuses on the application and improvement of an HCI approach to redesign a workplace by changing the interface without influencing the task of the operator. The presented model focuses on the flow of information rather than the presentation of technical possibilities. It consists of three parts that each individually measure and analyse the influence that a redesigned interface has on the flow in information. This model is specified and applied to remote tower operations. Prior to this dissertation, there were only a few publications connected to the strategies that air traffic control officers (ATCO) in the tower use to control traffic and virtually no publications connected to the practical implications for working at a remote tower workplace. Therefore, the goal was to provide a well-founded contribution to the development of psychology in the area of human-computer interaction by applying the psychological theories and extension of the methodology. The main difference between the conventional and the remote tower workplaces is the replacement of out-the-window view and binoculars by camera systems. Based on what influences the human performance in connection with new systems developed in air traffic control, most changes afflict the general workstation and equipment, the user interface, and human resource management. The challenge for the factor workstation and equipment is to identify the information decrease at the remote tower workplace and its replacement with additional information whilst simultaneously ensuring that this information can be tested in a standardised manor throughout a variety of research projects and several different prototypes. The challenge for the factor user interface was the analysis of the dynamic information presented at the remote tower workplace. The challenge for the human resource management is to identify how workload and situation awareness influence performance. In sum, all challenges are analysed in detail. For the factor workstation and equipment, two analyses showed a large variety of indicators that are applicable to evaluate the difference in the flow of information between the conventional and the remote tower workplace. The first analysis of the windsock indicator provided an example of how the different metrics can be applied. The second analysis showed that the weather remote tower metrics extend the existing remote tower metrics and thereby complete the aspects of the monitoring that an ATCO has to perform. For the factor user interface an advanced gaze analysis, called Integration Guideline for Dynamic Areas of Interest (IGDAI) was developed. This allows for a detailed analysis of the dynamic information presented at the remote tower workplace. For the factor human resource management, a detailed analysis shows how situation awareness and workload influence performance within low and high task load phases. By applying IGDAI, the existence of two control strategies for the Air Traffic Control (ATC) environment that are each related to the task load phases could be identified as well as the extent to which these might afflict remote tower operations. The provided model of redesigning only the interface presents a detailed approach for a special case in HCI. The transition from the conventional to the remote tower operations is an ongoing process that will be continued. The development in the domain of remote tower operations seems to be stable and necessary to keep up with the challenges of future air traffic management. Therefore, the analysed constructs, developed methodologies and presented results from this dissertation provide a seminal basis for the necessary future research.:Table of Contents I Synopsis 1 1 Introduction 2 2 Research framework and goals 4 2.1 Human-computer interaction 4 2.2 Remote Tower Operations 4 2.3 Remote Tower Research 6 2.4 Embedding into HCI 7 2.5 Research goals of the dissertation 8 3 The development of a new workplace 9 3.1 Redesign of a workplace 9 3.2 Design factors in Aviation 10 3.3 Remote Tower Metrics 11 3.4 Dynamic Areas of Interests 11 3.5 Adaptation and strategy shifts 11 4 Methodological aspects of the dissertation 13 4.1 Identify and evaluate remote tower metrics 13 4.2 Evaluate dynamic areas of interest 13 4.3 Measuring Situation Awareness 14 5 Discussion and implications 16 5.1 Summarising the findings 16 5.2 Theoretical implications 17 5.3 Implications for the application 19 5.4 Critical reflection of the methodology 20 5.5 Revenue for psychological research 22 6 Literature 24 II Article 1: How to Evaluate Remote Tower Metrics in Connection to Weather Observations. An Extension of the Existing Metrics 28 III Article 2: A Guideline for Integrating Dynamic Areas of Interests in Existing Set-up for Capturing Eye Movement: Looking at Moving Aircraft 53 IV Article 3: The Influence of Task Load on Situation Awareness and Control Strategy in the ATC Tower Environment. 84 V Contributions to conferences 116 VI Curriculum vitae and publications 117

Background. The heads-up display (HUD) is a useful tool for displaying information to the player in a game, but the HUD is not a part of the game world. This could take away from the desired experience of the game and block important parts of the main action screen. To counteract this the HUD mostly occupies the edges of the screen and avoids drawing the player’s attention away from the main action scene except when it has important information for the player. Only having the HUD visible when it has important information to the player could remove the distraction of the HUD while keeping all the benefits of having one. Objectives. By using eye tracking to complement the HUD, the HUD can be invisible when the player does not use it, and change how the information is presented depending on where the player is looking. By creating a first-person shooter (FPS) game with a HUD complemented by eye tracking, then comparing it to how a normal HUD differed in terms of visibility and clutter, using a survey. Methods. The game was created using the Tobii Unity SDK and modifying the FPS demo scene. To create the gaze sensitive HUD three scripts were created to produce the finished result. Giving the HUD the ability to make all HUD elements invisible and able to appear after passing a specific value or when the element has new information, the HUD also has the ability to present information close to the player’s gaze point in the of notifications. The game was then presented to the participants in the form of two videos one using the normal HUD and one using the gaze sensitive HUD. After watching the partisans answered a survey related to the videos. Results. The gaze-based HUD was generally on par with the normal HUD. The most noticeable significant difference being that the normal HUDs ammunition counter and health bar was proffered over a less visible one. Conclusions. From the results gathered having a gaze-based HUD does not make it harder to notify the player of important information and dos not make the HUD less cluttered, compared to a normal HUD, but there is a difference between them.

User behavior analysis in web applications is currently mainly performed by analysis of statistical measurements based on user interactions or by creation of personas to better understand users. Both of these methods give great insights in how the users utilize a web site, but do not give any additional information about what they are actually doing. This thesis attempts to use eye tracking data for analysis of user activities in web applications. Eye tracking data has been recorded, labeled and analyzed for 25 test participants. No data source except eye tracking data has been used and two different approaches are attempted where the first relies on a gaze map representation of the data and the second relies on sequences of features. The results indicate that it is possible to distinguish user activities in web applications, but only at a high error-rate. Improvement are possible by implementing a less subjective labeling process and by including features from other data sources. / I nuläget utförs analys av användarbeteende i webbapplikationer primärt med hjälp av statistiska mått över användares beteenden på hemsidor tillsammans med personas förökad förståelse av olika typer av användare. Dessa metoder ger stor insikt i hur användare använder hemsidor men ger ingen information om vilka typer av aktiviteter användare har utfört på hemsidan. Denna rapport försöker skapa metoder för analys av användaraktiviter på hemsidor endast baserat på blickdata fångade med eye trackers. Blick data från 25 personer har samlats in under tiden de utför olika uppgifter på olika hemsidor. Två olika tekniker har utvärderats där den ena analyserar blick kartor som fångat ögonens rörelser under 10 sekunder och den andra tekniken använder sig av sekvenser av händelser för att klassificera aktiviteter. Resultaten indikerar att det går att urskilja olika typer av vanligt förekommande användaraktiviteter genom analys av blick data. Resultatet visar också att det är stor osäkerhet i prediktionerna och ytterligare arbete är nödvändigt för att finna användbara modeller.

One way of increasing 3D rendering performance is the use of foveated rendering. In this thesis a novel foveated rendering technique called gaze contingent depth of field tessellation (GC DOF tessellation) is proposed. Tessellation is the process of subdividing geometry to increase detail. The technique works by applying tessellation to all objects within the focal plane, gradually decreasing tessellation levels as applied blur increases. As the user moves their gaze the focal plane shifts and objects go from blurry to sharp at the same time as the fidelity of the object increases. This can help hide the pops that occur as objects change shape. The technique was evaluated in a user study with 32 participants. For the evaluated scene the technique helped reduce the number of primitives rendered by around 70 % and frame time by around 9 % compared to using full adaptive tessellation. The user study showed that as the level of blur increased the detection rate for pops decreased, suggesting that the technique could be used to hide pops that occur due to tessellation. However, further research is needed to solidify these findings. / Ett sätt att öka renderingsprestanda i 3D applikationer är att använda foveated rendering. I denna uppsats presenteras en ny foveated rendering-teknik som kallas gaze contingent depth of field tessellering (GC DOF tessellering). Tessellering är när geometri delas i mindre delar för att öka detaljrikedom. Tekniken fungerar genom att applicera tessellering på alla objekt i fokalplanet och gradvis minska tesselleringsnivåer när oskärpan ökar. När användaren flyttar sin blick så flyttas fokalplanet och suddiga objekt blir skarpa samtidigt som detaljrikedomen i objektet ökar. Det kan hjälpa till att dölja de ’pops’ som uppstår när objekt ändrar form. Tekniken utvärderades i en användarstudie med 32 del- tagare. I den utvärderade scenen visade sig tekniken minska antalet renderade primitiver med ca 70 % och minska renderingstiden med ca 9 % jämfört med att använda full adaptiv tessellering. Användarstudien visade att när oskärpa ökade så minskade antalet som sa sig se ’pops’, vilket tyder på att tekniken kan användas för att dölja de ’pops’ som uppstår på grund av tessellering. Det behövs dock ytterligare forskning för att säkerställa dessa fynd.

There is a distinction between participants and observers; the former performs an activity, whereas the latter spectates. The idea of observers who can influence activities is largely unexplored and could contain potential use-cases for eye-trackers and improve social presence in digital settings. This thesis adds to existing research by investigating whether higher degrees of observer influence correspond to increased social presence perception in digital co-located settings. It also provides designers with a tool that helps design and evaluate interactions accounting for observers' influences. The thesis presents five gaze implementations across two games that allow observers to influence them to investigate the hypothesised link between social presence perception and an observer's degree of influence. The results indicate that the link exists, although more tests are necessary to determine whether there is a noticeable difference between observers who impact activities directly and indirectly.