Whats with the “comprehension” testing? Thats not really eyetracking, right?
A major part of the Eyetrack III study involved examining how news-website readers interacted with multimedia editorial content (interactive graphics, photo slideshows, audio, video, etc.) — the newest form of journalistic storytelling. We wanted to learn whether multimedia editorial content was comprehended as well as, better than, or worse than text articles. So we devoted a small part of the hour-long testing period to text-vs.-multimedia comprehension using multiple-choice questions. We also kept the eyetracker going during these tests, which gave us additional eyetracking data to add to our other results.
