Kayhan Latifzadeh

Kayhan Latifzadeh, Jacek Gwizdka, Luis A. Leiva

We contribute a comprehensive dataset to study user attention and purchasing behavior on Search Engine Result Pages (SERPs). Previous work has relied on mouse movements as a low-cost large-scale behavioral proxy but also has relied on self-reported ground-truth labels, collected at post-task, which can be inaccurate and prone to biases. To address this limitation, we use an eye tracker to construct an objective ground-truth of continuous visual attention. Our dataset comprises 2,776 transactional queries on Google SERPs, collected from 47 participants, and includes: (1) HTML source files, with CSS and images; (2) rendered SERP screenshots; (3) eye movement data; (4) mouse movement data; (5) bounding boxes of direct display and organic advertisements; and (6) scripts for further preprocessing the data. In this paper we provide an overview of the dataset and baseline experiments (classification tasks) that can inspire researchers about the different possibilities for future work.

Kayhan Latifzadeh, Luis A. Leiva, Klen Čopič Pucihar et al.

We examined eye and head movements to gain insights into skill development in clinical settings. A total of 24 practitioners participated in simulated baby delivery training sessions. We calculated key metrics, including pupillary response rate, fixation duration, or angular velocity. Our findings indicate that eye and head tracking can effectively differentiate between trained and untrained practitioners, particularly during labor tasks. For example, head-related features achieved an F1 score of 0.85 and AUC of 0.86, whereas pupil-related features achieved F1 score of 0.77 and AUC of 0.85. The results lay the groundwork for computational models that support implicit skill assessment and training in clinical settings by using commodity eye-tracking glasses as a complementary device to more traditional evaluation methods such as subjective scores.