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This paper aims to present a new input interaction system for people with severe disabilities. The new system works based on eye gaze tracking and single switch scanning interaction techniques. It combines eye gaze tracking and scanning in a unique way which is faster than only scanning‐based systems while more comfortable to use than only eye gaze tracking‐based systems, which is also supported by a user study.

The aim was to design a new interaction technique combining eye tracking and scanning technique for severely disabled people. A comparative study with eight users involving only an eye tracking system and the system combining eye tracking and scanning was conducted.

The participants rated the new system easier and less strenuous to use than the eye gaze tracking‐based system, while the new system did not slow the speed of interaction.

This new method based on eye gaze tracking and single switch scanning interaction techniques has potential to be a new interaction technique combining free source eye tracker and scanning switches. It is hoped users who can move a limb to use a single switch‐based scanning system will be hugely benefitted by this new system.

Effective refractive error (RE) coverage in a resource-constrained country such as Kenya could possibly be achievable if the current dominant commercial entrepreneurship is supplemented with alternative avenues such as social entrepreneurship. This study aims to explore the perceived impact of social enterprises (SEs) in scaling effective RE coverage in Kenya.

This was an exploratory study with data collected from representatives of SEs (n = 29), trainees of SEs (n = 112) and beneficiaries of eye care services provided by SEs (n = 674). Participants were recruited purposively with data collected through telephonic calls. Thematic analysis was carried out by categorizing the codes into categories and themes based on the semantic meaning of the codes.

The perceived impact of SEs from the representative perspective included entrepreneurship and livelihood (n = 3; 10.3%), skills development (n = 20; 69%), technology development (n = 7; 24.1%), access to specialized services (n = 7; 24.1%) and affordability, accessibility and availability of RE services (n = 27; 93.1%). From the perspective of trainees, the themes included economic empowerment (n = 99; 88.4%), improved quality of life (n = 84; 75.0%), sensitizing locals to RE during screening events (n = 112; 100.0%) and enhancing accessibility, availability and affordability (n = 107; 95.5%).

The perceived impact of SEs highlighted in this paper showcases that they are useful for integration into the eye health ecosystem in a resource-constrained country such as Kenya. Integration of SEs into the eye health ecosystem could potentially address the human resource challenge, scale RE service delivery, enhance awareness creation and address the cost barriers to current RE service delivery coverage.

To examine the utility of multiple reading speeds during rereadings toward enhancing comprehension and application of subsequently gained knowledge.

Representations of slow, mindful reading as well as analyses of eye training and speed reading techniques are described to serve as the theoretical foundation for the meta-strategy – read fast, read slow (RF/RS).

This meta-strategy encompasses aspects of rereading, eye training exercises, and speed reading; it is derived from a cognitive concept that a blueprint can be formed from reading at an increased speed from one’s normal speed. Further, the gaps along with that information which was not fully understood from the initial reading can be secured by following the initial fast read with a slower than normal reading of the text. The idea is to refine that which is important versus unimportant (main idea vs. details), and enhance the surface level of understanding into one that is critical and analytical after having been confronted against existing schematic notions.

Concepts of text structure, word reading automaticity, and content interest are natural by-products of using the RF/RS strategy. Together, these benefits allow for holistic growth and moreover, provide successful reading experiences. Successful reading prompts additional reading, as it has been widely established that better readers read more often and more widely.

This chapter investigated how pre-existing ideas (i.e., prototypes and antiprototypes) and what the eyes fixate on (i.e., eye fixations) influence followers' identification with leaders from another race. A sample of 55 Southeast Asian female participants assessed their ideal leader in terms of prototypes and antiprototype and then viewed a 27-second video of an engaging Caucasian female leader as their eye fixations were tracked. Participants evaluated the videoed leader using the Identity Leadership Inventory, in terms of four leader identities (i.e., prototypicality, advancement, entrepreneurship, and impresarioship). A series of multiregression models identified participants' age as a negative predictor for all the leader identities. At the same time, the antiprototype of masculinity, the prototypes of sensitivity and dynamism, and the duration of fixations on the right eye predicted at least one leader identity. Such findings build on aspects of intercultural communication relating to the evaluation of global leaders.

The study aims to pioneer an innovative approach for the evaluation of government portal websites (GPWs) by introducing an eye-tracking-based method. The research meticulously pinpoints and analyses the distinct usability issues and challenges that users encounter while navigating and interacting with GPWs.

This study devises an eye-tracking-based GPW usability evaluation approach, which focuses on the major functions (i.e. government information disclosure, government services and interactive responses) of GPWs. An Entropy Weighted Technique for Order Preference by Similarity to an Ideal Solution (EW-TOPSIS) method is employed to process eye-tracking indicator results for deriving GPW usability results.

The proposed approach is demonstrated to assess the usability of 12 GPWs in pilot smart cities in China, and it is found that most GPWs have lower-than-average usability. GPWs with low usability require more cognitive load that exhibit increased fixation and saccade. The comparisons among the GPW usability results from (1) the eye-tracking experiment, (2) questionnaire surveys and (3) the ready-made performance evaluation report validate the effectiveness of eye-tracking-based GPW usability evaluation.

The work contributes to shifting the GPW usability evaluation approach from a subjective judgment paradigm to an objective paradigm, as well as provides implications for enhancing GPW usability, including improving search function, reducing website complexity and prioritizing user needs.

Manufacturers and retailers spend millions of dollars every year on in-store communications. The effectiveness of these dollars depends on whether shoppers notice, pay attention to, and engage with these communications, something that is best determined from eye-tracking data. In this chapter, we utilize mobile eye-tracking data from tens of in-store marketing research studies conducted with hundreds of shoppers to develop six lessons with important implications for effective signage, shelf configuration, and package design. The first three lessons highlight the challenge of being noticed and engaged with in the store, given the narrow spatial window above and below eye level in which consumers look, the very short amount of time they devote to reading a sign or label even when they notice it, and the low probability that they engage with a communication especially if it is not immediately actionable. The last three lessons provide guidance on how marketers can design packages and labels that are more likely to be noticed, read, and included in the shopper’s consideration set, across different product categories.

This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in seven differently designed packages. Embeds or static subliminal stimulus in the form of pictures and words were hidden in seven different perfume packages and were used to study the changes experienced between the two groups, one of which was subjected to subliminal stimulus. This study was conducted in the Neuro Lab located in the SP Jain Sydney campus. A total of 46 healthy participants were separated into two groups, with one group shown image packages with static subliminal stimulus while the other group was shown image packages without any subliminal stimulus. Eye Tracking data was collected using iMotions. A detailed analysis of the Area of Interest (AOI), Fixation and Heat Map revealed that only a percentage of the participants visited the AOI with the hidden subliminal stimulus, but the participants who noticed the AOIs with the subliminal stimulus especially the male participants spent more time in the AOI indicating that they could be consciously processing the subliminal static stimulus. A statistical analysis of the time to first fixations (TIFF) revealed that the subliminal stimulus was not the first point of attraction.