Analysis methodlogy for cognitive processes during mutiple attributes descision making based on eye tracking data and its application to marketing related issues

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K01182
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Social systems engineering/Safety system
• Research Institution: Tokyo Institute of Technology
• Principal Investigator: Aoki Hirotaka 東京工業大学, 工学院, 准教授 (00322090)
• Co-Investigator(Kenkyū-buntansha): 鈴木 聡 神奈川工科大学, 工学部, 教授 (20586028)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: eye tracking

Outline of Final Research Achievements

This study was conducted to develop an eye tracking based analysis methodlogy enabling us to uncover cognitive processes during performing multiple attributes descision making. The multiple attributes descision making is referred to as a human intellectual activity by which preferable solutions are considered by examining multi dimensional attributes of each one of alternatives. As for our main application domain, that is marketing, we developed an eye tracking based analysis procedure allowing us to analyze consumers' behavior at a restaurant. By performing a series of feasibility studies at a restaurant, we evaluates its effectiveness. Our sedondary application domain was medical tasks performed by clinical engineers. We modified the above-mentioned analysis procedure to apply our methodology to cognitive processes analysis at clinical engineers' workplaces. We also performed a feasibility study, and evaluated its effectiveness.

Free Research Field

経営工学