Publication

Perception optimized design of tables in business reports with eye tracking

Publication, 2012

Outline

L. Falschlunger - Perception optimized design of tables in business reports with eye tracking - Master/Diploma Thesis, FH OÖ F&E GmbH, Austria, 2012, pp. 219

Abstract

Information is the basis of today's knowledge-driven society and influences decision makers to a great extent. The extent to which this influence occurs depends in many cases on whether the right information is received at the right time and if the perception of the transmitted information can take place without any possible abnormalities or subjective assessments. Currently, there are no empirically backed design guidelines for tables in financial reporting. With the help of modern methods like eye tracking the human perception is no longer a black box, but can be made transparent and thus used for specific information design. In this work, experimental investigations using this method are made to give an empirically based contribution to the discussion of presentation design to the format of tables. Additionally to these objective guidelines, subjective favors are asked in a questionnaire to back up the rules. The perceptually optimized design of tables consists of three essential dimensions, which are tried to be answered by the use of a comprehensive methodology. The effectiveness (error-free information perception) and efficiency (rapid information perception) can be answered with the help of eye tracking experiments in conjunction with a range of cognitive tasks, which represents the objective dimension. Therefore design alternatives are modified and thereby information perception is influenced, which can be measured and evaluated by the changes in the error rate, the sum of the fixation duration and the number of saccades. The subjective dimension is assessed by using a questionnaire and a conjoint analysis.