Workshop on Eye Tracking and User Experience (UX) Research
Instructor: Jennifer Romano Bergstrom, Fors Marsh Group

DATE AND TIME: Friday, September 19, 2014 from 8:30 AM to 5:00 PM
LOCATION: The Gallup Organization, 901 F Street NW, # 400, Great Hall (2nd floor), Washington, DC 20004

This workshop, led by Dr. Jennifer Romano Bergstrom, is intended to bring together researchers with interests in usability testing, user experience (UX) design, and eye tracking research. It will feature a mixture of presentation materials and participatory activities, including eye-tracking visualizations and video clips from past research studies, group and individual exercises, and hands-on experience. Topics covered will include:

  • The fundamentals of eye-tracking methodology in the user experience field
  • Details about the different types of eye-tracking data and what each type can and cannot inform
  • Pros and cons of conducting eye tracking and using eye-tracking data
  • How to effectively conduct and moderate an eye-tracking session
  • How to analyze eye-tracking data to reveal usability and design issues
  • How to get client buy-in for incorporating eye tracking into the UX research process
  • How to evaluate and improve survey instruments through eye-tracking research

    The first half of the workshop will provide an overview of eye tracking in the field of user experience research, including eye tracking on desktop, mobile, and paper websites, forms, and surveys. Participants will work in small groups to design and conduct a user research study.

    The second half of the day will begin with a discussion of methods for analyzing the results from an eye-tracking study. Participants will gain an understanding of commonly used visualizations and techniques used to understand eye-tracking data.

    All registered attendees will receive a copy of Dr. Romano Bergstrom's 2014 book, "Eye Tracking in User Experience Design." Also, there will be a happy hour immediately following the event at McCormick & Schmick's across the street, with complimentary hors d'oeurves and drinks for registrants - please join us!

    Intended Audience:
    Prior eye tracking experience is not required for this workshop. Participants will be given a solid understanding of basic eye-tracking principles and uses, as well as exposure to more advanced applications and advice for analyzing and reporting eye-tracking data. For those already familiar with eye tracking in user experience research, this workshop will reinforce learned principles and provide actionable solutions to improve product design and evaluation.

  • Student/Retiree: $50.00
  • DC-AAPOR Member: $75.00
  • Non-member: $100.00
    *Eventbrite charges a small additional fee to register; see link below for details

    Click here to register.

    Jennifer Romano Bergstrom
    is co-editor of "Eye Tracking in User Experience Design" (2014). Jen has been conducting quantitative and qualitative user-centered research for over 12 years. She is currently the UX Research Lead at Fors Marsh Group and runs their user experience efforts both in the field and in their state-of-the-art laboratory. She often uses eye tracking as a tool to understand what users look at and are largely unaware of; she combines eye tracking with physiological measures such as galvanic skin response to assess what is exciting; and she conducts studies that aim to improve usability and eye-tracking methods. Prior to joining Fors Marsh Group, Jennifer was a Research Psychologist in the Human Factors and Usability Research Group at the US Census Bureau, where she learned to quantify eye-tracking data and the user experience and taught colleagues new methods. She is prior President of UXPA DC and DC-AAPOR. Jennifer received her B.A. in Psychology from Central Connecticut State University, and her M.A. and Ph.D. in Applied/Experimental Psychology from The Catholic University of America.

    Please contact the event organizer, Scott Fricker.

    DC-AAPOR & WSS present Surveys & Stats at the NATS
    DC-AAPOR and WSS have purchased a limited number of tickets to the Friday, September 26 Nationals versus the Marlins baseball game at 7:05 PM. If you would like to join us, please purchase your ticket through our here ASAP. The tickets have a face value of $23, but we are selling them to DC-AAPOR and WSS members for only $15.

    When: Friday, September 26th at 7:05 PM
    Where: Nationals Stadium
    Section: Scoreboard Pavilion
    Cost: $15

    DC-AAPOR presents the 2014 Public Opinion Quarterly (POQ) Special Issue Conference
    Friday, October 24th, 8:30 - 5:00
    WHERE: Barbara Jordan Conference Center 1330 G Street, NW DC (1 block from Metro Center)

    DC-AAPOR is proud to host the 8th annual Public Opinion Quarterly (POQ) Special Issue Conference. This year's conference highlights New Directions in Presidential-Election Research and features presentations by the volume's contributing authors. Topics include new methods for estimating election outcomes, the role of racial attitudes and party identification in recent elections, real-time assessments of public opinion, and more. Please join us!

    For the full conference program (including scheduled speakers, presentation titles, etc.) and registration information, please click here. To register through Eventbrite, click here.

    Call for Sponsors for the 2014 Public Opinion Quarterly (POQ) Special Issue Conference
    On October 24th, the DC-AAPOR will host its 8th annual Public Opinion Quarterly (POQ) Special Issue Conference. This is a great all-day event, featuring presentations by each of the volume's contributing authors. The topic of this year's Special Issue is "New Directions in Presidential-Election Research." (For more information, click here). The Conference will be held at the Barbara Jordan Conference Center in Washington DC from 9:00-4:30.

    We are currently seeking sponsors for this event. There are three sponsorship levels:
  • Platinum level ($2,000) - includes 6 free registrations for the event; organization name and logo will appear larger and before the Gold sponsors in the program and advertisements

  • Gold level ($1,000) - includes 4 free registrations for the event; organization name and logo will appear larger and before the Silver sponsors in the program and advertisements

  • Silver level ($500) - includes 2 free registrations for the event; organization name and logo will appear in the program and advertisements

    We will acknowledge sponsors prominently on all event-related materials and on all event invitations, including those distributed to DC-AAPOR members and those of the national American Association for Public Opinion Research (AAPOR), the nation's leading association of public opinion and survey research professionals.

    If you are interested in sponsoring the conference or would like more information about other opportunities to become a sponsor, please contact Marilyn Worthy, DC-AAPOR Treasurer.

    If you would like more information about the conference program, please contact Scott Fricker, DC-AAPOR Program Chair.

    Thank you for your time and support!