Why Eye Tracking?
By using eye tracking, we can detect the visual behavior of drivers, cyclists and pedestrians. We use mobile eye tracking glasses. The sense of sight is very important for the behaviour of road users, and with eye tracking we can see what road users are looking at. Among other things, we can register:
- Eye movements and focus
- Analysis and interpretation of eye track data
- Search patterns and orientation strategies
- Road visibility
- Visibility of markings
- Visibility of road equipment
- Visibility of other road users
- Visual distraction in the road task
- Detection distance
- Safety distance and buffer
Eye tracking can, among other things, be used to:
Among other things, eye track can be used to record what schoolchildren look towards when crossing the road on foot or by bike. We can analyze how long and which elements children look towards in order to make the distance and speed judgments that are crucial for crossing the school road safely. We can also investigate whether, for example, the use of handheld mobile phones by cyclists has an impact on their behavior in traffic.
Eye track data can be combined with other data, such as the road user's speed and distance to other road users. Overall, it can provide us with answers to whether the road user's visual behaviour may pose a risk, and possibly suggest how the behaviour can be improved, such as through the use of nudging.
Using Eye Track data to assess visual behavior
The primary task of road users when traveling on the road network is the 'driving task' - i.e. steering and navigating, as well as making decisions about corrections on an ongoing basis.
LED light advertising in traffic
LED advertising affects the visual attention of road users and has negative consequences for road safety
Visual distraction from illuminated roadside advertising
The report describes the methodology and results of an empirical study of visual distraction from roadside LED advertising.
Do LED advertising signs affect driver attention?
Abstract for the 5th International Conference on Driver Distraction and Inattention.