Research, in context!

25 May 2017 / Tim Holmes

In my previous post I talked about the role that context plays in influencing behaviour and decision making.  Not just the visual context or environment, but the mind-set and mood of the person making the decision.  Neuroscience and behavioural economics tell us that most of these influences operate at an unconscious level, meaning that slight…

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Eye resolve!

15 December 2016 / Tim Holmes

In my last couple of posts I discussed salience models and head-tracking – two methods that are frequently used as a proxy for eye-tracking and sometimes even passed off as eye-tracking itself. They aren’t the only offenders of course. Mouse tracking is another method which is based on the fundamentally incorrect assumption that tracking the…

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