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Website concept
Úradníček, Lukáš ; Klusák, Aleš (referee) ; Koch, Miloš (advisor)
My bachelor’s thesis is devoted to evaluation of official website of Faculty of business and management, Brno University of technology (http://www.fbm.vutbr.cz). Usability, accessibility and information architecture are evaluated. The modified version of website is suggested, based on findings, which secures a higher user comfort and is consistent with „Best practice – Pravidla pro tvorbu přístupného webu“ accessibility rules, issued by Department of informatics Czech Republic.
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The impact of advertisements on a driver´s attention
Bugáň, Marek ; Semela, Marek (referee) ; Belák, Michal (advisor)
This thesis deals with influence of advertisements on driver´s attention. Within the theoretical part are summarize findings in field of influence of advertisements on driver´s attention, it also clarified the idea of recording driver´s eye movement, which were used during the measurement. The analytical part draws from video records with driving tests provided by the Institute of Forensic Engineering of Brno University of Technology. Obtained data were processed and analyze in order to determine the durations of views on advertising devices in area of roads.
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Eye Tracking in User Interfaces
Jurzykowski, Michal ; Beran, Vítězslav (referee) ; Zemčík, Pavel (advisor)
Tato diplomová práce byla vytvořena během studijního pobytu na Uviversity of Estern Finland, Joensuu, Finsko. Tato diplomová práce se zabývá využitím technologie sledování pohledu neboli také sledování pohybu očí (Eye-Tracking) pro interakci člověk-počítač (Human-Computer Interaction (HCI)). Navržený a realizovaný systém mapuje pozici bodu pohledu/zájmu (the point of gaze), která odpovídá souřadnicím v souřadnicovém systému kamery scény do souřadnicového systému displeje. Zároveň tento systém kompenzuje pohyby uživatele a tím odstraňuje jeden z hlavních problémů využití sledování pohledu v HCI. Toho je dosaženo díky stanovení transformace mezi projektivním prostorem scény a projektivním prostorem displeje. Za použití význačných bodů (interesting points), které jsou nalezeny a popsány pomocí metody SURF, vyhledání a spárování korespondujících bodů a vypočítání homografie. Systém byl testován s využitím testovacích bodů, které byly rozložené po celé ploše displeje.
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Eye Tracking During Interaction with a Screen
Pavelková, Alena ; Kajan, Rudolf (referee) ; Herout, Adam (advisor)
Tato práce popisuje systém pro sledování obrazovky počítače v reálném čase a určení pozice uživatelova pohledu na tuto obrazovku s využitím dat z eye-trackovacích brýlí a Uniform Marker Fields. Vytvořený systém lokalizuje obrazovku počítače ve snímcích z kamery umístěné na eye-trackeru snímající scénu před uživatelem. V této scéně je detekován marker zobrazený na monitoru počítače. Po jeho úspěšné detekci je marker skryt a ke sledování pozice obrazovky jsou dále využívány významné body detekované ve snímku z kamery ležící na obrazovce, případně z celého snímku. Pokud sledování významných bodů selže, marker je znovu zobrazen a systém je znovu inicializován pomocí detekovaného markeru. Aby byl marker pro uživatele co nejméně nápadný a obtěžující, jsou využity data z eye-trackeru k tomu, aby byl marker zobrazen co nejdále od oblasti uživatelova zájmu. Pro vyhodnocení výkonu a přesnosti vytvořeného systému a rušivosti markeru pro uživatele bylo provedeno několik experimentů a testování s uživateli.
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Driver’s behavior while passing through pedestrian crossing analysis
Kledus, Robert ; Semela, Marek ; Maxera, Pavel ; Kunovský, Martin ; Křižák, Michal
The article deals with analysis of 8 drivers’ behavior while driving through pedestrian crossing during dusk and night. Monitored vehicle passes through modern crosswalk in urban area that is marked with horizontal and vertical road signs. The crossing is illuminated from left side from the direction of travel. Pedestrian is protected with safety island, which is marked with “passing on the right” mandatory sign, in the middle of the road. Optical reactions on various stimuli are monitored while driving with the help of the specialized device Viewpointsystem®, GmgH for monitoring changes of driver’s viewing angle. Drivers’ behavior strategies when passing the crosswalk are compared in this thesis. Monitored are driver’s navigation while driving and his reaction on the crossing pedestrian. Dangerousness of each driving situation is assessed and each strategy is evaluated. Results of this analysis are based on extensive driving tests that were realized in close cooperation of Institute of Forensic Engineering, University of Technology in Brno and research institute EPIGUS – Institut für ganzheitliche Unfall- und Sicherheitforshung from Austria in year 2010.
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The use of cognitive aspects of human in design and promotion of commercial website
Chramosta, Adam ; Smutný, Zdeněk (advisor) ; Bečev, Ondřej (referee)
Bachelor thesis follows up the utilization of cognitive aspects of human in relation to the design and component allocation of commercial websites. The aim is to explain the various terms and introduce research methods, and these methods then practically use for designing web pages. In the theoretical section are explained the basic terms and their relevant disciplines with their imaging methods. With more details is described by eye -tracking for its simplicity and usability is essential for this thesis. In the last chapter of the theoretical part is described the characteristics of a website. This chapter also lists the relevant international studies which are related to the topic of this work. The practical part contains eye-tracking study on selected website verifying its appearance. In the experiment are given research questions dealing with an accuracy component placement website, the procedure of the experiment and subsequently described the outcome and evaluation research questions. In conclusion, the proposed changes are discussed based on the experiment, leading to a better layout design elements of the website, which will have positive impacts in terms of promotion, especially the use of website as a landing page.
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Eye-tracking methods and use of DIY (do it yourself) devices a open-source software
Bajer, Ondřej ; Novák, Michal (advisor) ; Jiroušek, Radim (referee)
The main Target is to compare commercial device for eye tracking analysis with a device made by DIY (Do it yourself) in the chosen environment. The work includes basic analysis methods Eye tracking. It offers a list of devices suitable for comparison, or marginally list of alternatives. A significant part of the thesis deals with construction of DIY tracker. The comparison is made on the basis of experimental measurements of commercial device and DIY device. The result is that in the selected conditions we can DIY device used because it is comparable with the commercial product. One of the sub-chapters is devoted also to question of the application DIY. In the last part was used the DIY device to analyse on realistic object. Specifically outdoor - print ads of Zubr brewery with evaluation.
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Product placement a jeho vliv na chování spotřebitele
Slováčková, Tereza
SLOVÁČKOVÁ, T. Product placement and its influence on consumer behaviour. Brno, 2015. 205 p. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor: Ing. Martin Souček, PhD. This diploma thesis deals with product placement in Czech environment and its influence on consumer behavior. Methods of eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the con-ducted research, marketing recommendations with possible practical application were created.
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Chování spotřebitele v místě prodeje
Drexler, Denis
DREXLER, Denis. Consumer behaviour at point of purchase. Brno, 2014. 159 p. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Martin Souček, Ph.D. This thesis deals with consumer behaviour and their decision making process at point of purchase. Consumer behaviour is researched within the process of buying confectionery. Methods of questionnaire, focus groups, eye-tracking and in-depth interviews have been used in the practical part. Based on results in the practical part, a model of consumer behaviour has been created. The thesis also suggests marketing recommendations which could be practically used.
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The application of IT for analysis of outdoor advertising effects
Jeníčková, Tereza ; Horný, Stanislav (advisor) ; Krsek, Libor (referee)
This thesis deals with use of Information technology for analysis of exposure to advertising communications, focusing on outdoor advertising.In the theoretical part is a brief outline of the beginnings and development of advertising, its effects on people, whether it can change their consumption behaviour, its position in the modern world and the way new technology along with psychology can be used for its analysis. The second part gives insight in the practical research of effects of outdoor advertising on people. There is an approach of Eye Camera technology in praxis, preparation for research, problems solved in its course. Data obtained are both verbally and graphically interpreted.
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