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| 4/16/04 |
 Laura Ruel, Eyetrack III
The red, orange, yellow areas represent where the majority of test participants' eyes stopped for at least a fraction of a second while scanning an Online news page. The dark blue areas got the least amount of glances.. |
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A special early peek at the latest Eyetrack study was presented to seminar participants.
Laura Ruel, executive director of the Edward W. Estlow International Center for Journalism and New Media, discussed some preliminary observations about the 50 subjects whose eye movement was tracked as they scanned different mock news pages in a joint project of Poynter, Estlow, and Eyetools.
A special camera watched how (and whether) participants actually looked at navigation elements, captions, headlines, blurbs, and of course banner and pop-up advertising. The effectiveness of multimedia's effect on recall and impact was also considered. Some of initial analysis was counter-intuitive, and very interesting - but the full report with rigorous statistical analysis won't be available until later.
• Poynter's coverage of the Eyetrack III study
View Laura's PowerPoint presentation (3.67 MB) |
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