1. Hao Wu Nov. 18 2014

2. Outline Introduction Related Work Experiment Methods Results Conclusions & Next Steps

3. Introduction Every search engine looks alike.

4. Why eye tracking in information retrieval? Understand how searchers evaluate online search results Enhanced interface design More accurate interpretation of implicit feedback (eg, clickthrough data) More targeted metrics for evaluating retrieval performance

5. Background

6. Outline Introduction Related Work Experiment Methods Results Conclusions & Next Steps

7. Related works Methods: search-engine log files; diary studies; eye tracking and detailed activity-logging User Interface: “Faceted browsing” interfaces; dynamically categorize search results; dynamic filtering and visualization Eye-tracking methodologies: develop different user models Combine with clickthrough data Scanning order in search result Pattern of fixations(scanpaths) Gender difference

8. Key research questions Do people look at the same number of search results for different task types? Do they attend to different components of search results for navigational and informational tasks? Does the inclusion of more contextual information in search results help with informational tasks?

9. Outline Introduction Related Work Experiment Methods Results Conclusions & Next Steps

10. Methods Apparatus MSN Search as search server Tobii x50 eye-tracker Participants 18 participants have complete data Age: 18 to 50, 11 male, 7 female At least search web once per week Experimental design and procedure 12 search tasks (6 different tasks for each type) 3 type of snippet length Data collection Gaze fixations >= 100 ms in AOIs and its sub elements Non-gaze-related behavioral measures Total time on task Click accuracy

11. Examples

12. Outline Introduction Related Work Experiment Methods Results Conclusions & Next Steps

13. Overall searching behavior 1 Attention vs. Ranking?

14. Overall searching behavior 2 How many other items above and below the selected document did users look at?

15. Overall searching behavior 3 Hub- spoke pattern Does fixation time on each document change with subsequent visit to the first page?

16. Task Type & Snippet Length Measures: Repeated Measures Multivariate Analysis of Variance 2 (Task Type) x 3 (Snippet Length) x 2 (Repetition) Main effect test Task type Repetition Snippet length Interaction of Task Type & Snippet Length

17. Mean time on task How much time spend on each task when varied snippet length?

18. Click accuracy How accurate are they when selecting ‘best result’ on first query page?

19. Total results fixated Opposite pattern between navigational and informational task when varies length from medium to long.

20. Proportion of total fixation duration How users distribute their attention to different elements?

21. Outline Introduction Related Work Experiment Methods Results Conclusions & Next Steps

22. Conclusions Problem: How varying the amount of information will affect user performance Adding information to the contextual snippet Increase in performance for informational tasks Decrease in performance for navigational tasks Snippet length increased More attention to the snippet Less attention to the URL

23. Future direction UI for information retrieval Verify whether or not moving URL above the snippet? Other types of meta data?