Human behavior has always caused curiosity, therefore there are different research approaches used to study it. The use of eye tracking as a tool to carry out different studies has grown in recent years, as well as the areas of application.
In this virtual event, we will have four different experts who will show us real world studies, concrete findings, as well as the different uses of eye tracking. Attendees will be able to interact with each other and get their questions answered live with our experts.
Speaker: Dr. Tim Holmes
Topic: Seeing blind spots: Using eye tracking to reveal users' hidden challenges
In a BBC radio program Tim was described as a "neuroscientist gone rogue" because he now applies his knowledge as a vision scientist to commercial issues in design optimization and behavioral change.
After graduating with a degree in Mathematics (University of Sheffield, UK), Tim traveled the world as a software developer, living and working in the US, Asia and Switzerland. He returned to university in 2005 to study Psychology and completed his PhD in visual neuroscience, decision making and aesthetic perception at Royal Holloway, University of London in 2010; where he continues to research and teach as he is an honorary research associate. In 2011, he co-founded Acuity Intelligence Ltd, which defined itself as a research company based on scientific principles, specializing in real-world applications of eye tracking, biometrics and cognitive neuroscience.
During his 7 years as Research Director, he led all research and development within the company, working with companies as diverse as P&G, Coca-Cola, Unilever, GSK, BAe Systems, Ralph Lauren, BskyB, Jaguar Land Rover, The Guardian, Premier Foods and Walt Disney Company to evaluate and optimize product and packaging design, digital media, mobile applications, interfaces and marketing strategy. He also oversaw the development of software solutions using eye tracking and biometrics, as well as the first dedicated eye-tracking analytics tool for VR. In 2018, Acuity was acquired by world-leading eye tracking manufacturer Tobii AB, where Tim continued to lead the UK research team before starting independent consultancy services in the field of visual neuroscience, for clients including Google, Church & Dwight and Walnut Unlimited.
Tim is a published researcher and award-winning educator and has developed and implemented neuroscience programs for a range of academic and commercial clients. Tim is a regular speaker on the conference circuit and has contributed to several TV and radio programs including Channel 4's The Secret Life of Buildings, C4's Embarrassing Bodies, BBC1's Secrets of the Sales and Radio 4's Design Dimension. He was a scientific advisor for the 2015 Toyota Tacoma "Go Out and Play: Fun Games" ad campaign and was awarded Paper of the Year at the Marketing Week Insight Show 2017 in London for his presentation on using eye-tracking to detect unconscious shopper behavior.
Speaker: Russell Watkins:
Topic: Eyetracking in Industry 4.0: Solving 20+ real problems with little disruption
Russell Watkins is the co-founder of Sempai®, assisting organizations that are serious about improving their business performance. He has held operations, materials and lean methodology positions within the automotive, aerospace, and construction equipment sectors. Russell's lean work has taken him to showrooms and boardrooms around the US, China, India, Japan and South America. He has worked as a consultant to the Toyota group for 10 years, created the JCB Production System and established Lean Academies for global manufacturing businesses valued at two billion dollars. He is also leading a digital start up focused on lean methodology skills, while helping manufacturers with his keen eye in identifying and supporting Industry 4.0 opportunities. Russell is the author of "Adventures in Leanland" and has also served as a panelist and awards judge.
Speaker: Dr. Marta Sylvia del Rio
Topic: Visual Gestures of Users with Down Syndrome
Consultant and speaker on user experience issues. She is a professor at the University of Monterrey, where she teaches subjects related to UX. She has just finished her second term as regional director for Latin America of the User Experience Professional Association (UXPA).
Marta Sylvia is one of the promoters of user experience (UX) design events and initiatives in Mexico, highlighting the Usability and Accessibility Manifesto for Mexican Government Portals. She is the author of multiple refereed articles on accessibility, interaction and virtual and augmented reality.
She holds a PhD in IT from the University of La Laguna in Tenerife, Canary Islands. She has professional studies in Computer Systems, and a Master's degree in Computer Science from the Instituto Tecnológico y de Estudios Superiores de Monterrey.
Speaker: Dr. Hector Ponce
Topic: Visual Learning Strategies: Using Eye-Tracking to Explain Their Effectiveness
Dr. Hector Ponce is a Research Professor at the University of Santiago de Chile (USACH). He is a Civil Engineer in Computer Science and PhD in Management Systems at the University of Lincoln, UK. His research area is mostly in Information Systems, and he has been doing different research using eyetracking for more than 6 years.
During 2017, he developed an Add-in to include within Power-Point, called "iSlides". Currently this Add-in is patented under license in USA.
He has published in different and important journals, platforms and associations, such as the; Association for educational communcating & tehcnology, in the Journal of Educational Computing Research, Computer in Human Behavior by Elsevier, among others.
The objectives of his projects have been to analyze the cognitive processes that originate when using different information processing strategies in computational environments.
Speaker: Cristian Martínez Torres
Topic:What does Eye Tracking bring to usability testing?
Consultant with a degree in digital communications, he has had about four years of experience with Tobii Pro products, and currently serves as a Researcher at Tobii Pro Latam.
Cristian Martinez is currently developing methodologies for usability oriented studies of both web pages and mobile applications, always looking at how Eye Tracking technologies, findings and benefits can be integrated into a digital interface research.
With several field studies and countless interactions with participants in a variety of studies commissioned by major market research companies such as Nielsen, Ipsos, Kantar and others, he has extensive on-the-ground knowledge of both Tobii Pro equipment and methodologies to ensure proper data collection.
Speaker: Dr. William J. Giraldo O.
Topic: Techniques to increase conversion from look-through reduction
Professor of the Systems and Computer Engineering program of the Universidad del Quindío. PhD in Human-Computer Interaction, Universidad Castilla-La Mancha, Spain; in addition to stays in the United Kingdom, Spain, Mexico, Brazil, among others.
William holds a Master in Advanced Computing, Universidad Castilla-La Mancha, Spain, as well as a Master in Automation and Electrical Engineering from Universidad del Valle. He is Director of the SINFOCI group (Industrial Information and Control Systems), Uniquindio.
Co-founder of the uXarteTIC cluster (Colombia cluster network), first transversal cluster in usability and user experience in Colombia, giving added value and sophistication to ICT products. Promoter of University-Business-State innovation, conducted trade missions to Brazil and Spain.
Last year he completed a diploma course with 30 companies in the coffee-growing region to increase their productivity. He has done more than 500 hours of consulting in companies in America and Europe; and has been a mentor for Google LaunchPad on three occasions to accelerate ICT companies. He has been infrastructure manager in biometrics, Vivelab Quindío, among others. Finally, he has led the development of about two dozen MDE-HCI tools.
Speaker: María José Gaviria Rincón
Topic: How to Attract Attention Through Packaging: Evaluation with Eye Tracking
Master in Business Administration -MBA, Master in Marketing and Commercial Management from the University of Barcelona, specialist in Marketing and International Negotiator from EAFIT University. With extensive experience in market research projects with Neuromarketing methodologies.