CN113080532A - Heating cigarette smoking set user experience quantitative analysis method based on eye movement tracking technology - Google Patents
Heating cigarette smoking set user experience quantitative analysis method based on eye movement tracking technology Download PDFInfo
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- CN113080532A CN113080532A CN202110527053.9A CN202110527053A CN113080532A CN 113080532 A CN113080532 A CN 113080532A CN 202110527053 A CN202110527053 A CN 202110527053A CN 113080532 A CN113080532 A CN 113080532A
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- 235000019504 cigarettes Nutrition 0.000 title claims abstract description 61
- 230000004424 eye movement Effects 0.000 title claims abstract description 52
- 230000000391 smoking effect Effects 0.000 title claims abstract description 48
- 238000010438 heat treatment Methods 0.000 title claims abstract description 18
- 238000000034 method Methods 0.000 title claims abstract description 13
- 238000004445 quantitative analysis Methods 0.000 title description 4
- 238000012360 testing method Methods 0.000 claims abstract description 32
- 230000006399 behavior Effects 0.000 claims description 21
- 210000001508 eye Anatomy 0.000 claims description 20
- 210000005252 bulbus oculi Anatomy 0.000 claims description 17
- 210000001747 pupil Anatomy 0.000 claims description 10
- 239000000779 smoke Substances 0.000 claims description 5
- 230000000007 visual effect Effects 0.000 description 4
- 241000208125 Nicotiana Species 0.000 description 3
- 235000002637 Nicotiana tabacum Nutrition 0.000 description 3
- 238000013461 design Methods 0.000 description 3
- 238000012827 research and development Methods 0.000 description 3
- SNICXCGAKADSCV-JTQLQIEISA-N (-)-Nicotine Chemical compound CN1CCC[C@H]1C1=CC=CN=C1 SNICXCGAKADSCV-JTQLQIEISA-N 0.000 description 2
- 238000004458 analytical method Methods 0.000 description 2
- 230000037007 arousal Effects 0.000 description 2
- 230000019771 cognition Effects 0.000 description 2
- 238000007405 data analysis Methods 0.000 description 2
- 230000002996 emotional effect Effects 0.000 description 2
- 229960002715 nicotine Drugs 0.000 description 2
- SNICXCGAKADSCV-UHFFFAOYSA-N nicotine Natural products CN1CCCC1C1=CC=CN=C1 SNICXCGAKADSCV-UHFFFAOYSA-N 0.000 description 2
- 230000008569 process Effects 0.000 description 2
- 241000287181 Sturnus vulgaris Species 0.000 description 1
- 230000009286 beneficial effect Effects 0.000 description 1
- 230000001149 cognitive effect Effects 0.000 description 1
- 230000007547 defect Effects 0.000 description 1
- 238000010586 diagram Methods 0.000 description 1
- 230000000694 effects Effects 0.000 description 1
- 238000011156 evaluation Methods 0.000 description 1
- 239000000796 flavoring agent Substances 0.000 description 1
- 235000019634 flavors Nutrition 0.000 description 1
- 230000036541 health Effects 0.000 description 1
- 230000006872 improvement Effects 0.000 description 1
- 230000010365 information processing Effects 0.000 description 1
- 230000002045 lasting effect Effects 0.000 description 1
- 239000011159 matrix material Substances 0.000 description 1
- 238000005259 measurement Methods 0.000 description 1
- 238000000691 measurement method Methods 0.000 description 1
- 230000008447 perception Effects 0.000 description 1
- 230000008255 psychological mechanism Effects 0.000 description 1
- 230000004461 rapid eye movement Effects 0.000 description 1
- 230000000638 stimulation Effects 0.000 description 1
- 230000002459 sustained effect Effects 0.000 description 1
- 235000019505 tobacco product Nutrition 0.000 description 1
- 230000003945 visual behavior Effects 0.000 description 1
Images
Classifications
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- A—HUMAN NECESSITIES
- A24—TOBACCO; CIGARS; CIGARETTES; SIMULATED SMOKING DEVICES; SMOKERS' REQUISITES
- A24F—SMOKERS' REQUISITES; MATCH BOXES; SIMULATED SMOKING DEVICES
- A24F42/00—Simulated smoking devices other than electrically operated; Component parts thereof; Manufacture or testing thereof
- A24F42/90—Testing
-
- A—HUMAN NECESSITIES
- A24—TOBACCO; CIGARS; CIGARETTES; SIMULATED SMOKING DEVICES; SMOKERS' REQUISITES
- A24F—SMOKERS' REQUISITES; MATCH BOXES; SIMULATED SMOKING DEVICES
- A24F40/00—Electrically operated smoking devices; Component parts thereof; Manufacture thereof; Maintenance or testing thereof; Charging means specially adapted therefor
- A24F40/80—Testing
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- Eye Examination Apparatus (AREA)
Abstract
The invention discloses a method for quantitatively analyzing user experience of a heated cigarette smoking set based on an eye movement tracking technology, which is characterized by acquiring eye movement data of a consumer through eye movement tracking equipment, carrying out digital coding on eye movement signals, calculating and analyzing the eye movement signal data, and further judging whether the user experience test of the heated cigarette smoking set is passed or not. According to the invention, the user experience of the heating cigarette smoking set is detected and quantitatively analyzed through eye movement tracking signal acquisition, and the method has higher accuracy and no interference.
Description
Technical Field
The invention relates to the technical field of user experience testing of a heating cigarette smoking set, in particular to a user experience quantitative analysis testing method of the heating cigarette smoking set based on an eye movement tracking technology.
Background
Heating cigarette smoking set (HNB product, Heat-not-burn product) is a novel tobacco product which meets the requirements of smokers by heating tobacco shreds to volatilize the tobacco shreds to generate nicotine and flavor. The heating cigarette smoking set has the following characteristics: the cigarette does not need to be burnt, reduces tar and other harmful components generated by burning, and has less harm compared with the traditional cigarette; secondly, no second-hand smoke is generated, the public environment and the health of other people are not affected, and the contradiction between smoking and smoking prohibition in public places is relieved to a certain extent; the safety is high, the open fire of the traditional cigarette burning is avoided, and the cigarette contains tobacco components such as nicotine and the like, so that the cigarette can adapt to and meet the physiological needs of consumers.
At present, the product of the heating cigarette smoking set is rapidly increased, and the improvement of the consumption experience is the primary consideration of product research and development. In the field of heating cigarette smoking articles, good user experience can result in sustained user stickiness and can positively impact the public praise spread of enterprise brands. However, the conventional measurement method for the user experience of the heated cigarette smoking set is mainly based on subjective evaluation (such as observation, questionnaire, interview and the like) of the user, has a large subjective defect, and is easily interfered by many factors.
Since the cognitive processes behind consumer behavior are diverse and diverse, often at a subconscious level, consumers cannot notice themselves why they make purchasing decisions.
Disclosure of Invention
The invention provides a method for quantitatively analyzing the user experience of a heated cigarette smoking set based on an eye movement tracking technology aiming at the problem of quantitatively measuring the user experience of the heated cigarette smoking set, so that the key appearance parameters influencing the user experience of the heated cigarette smoking set are established, the user experience of the heated cigarette smoking set is effectively quantitatively analyzed through the eye movement data analysis result, the test accuracy is improved, the test period is saved, and the observation behavior of a consumer is not interfered.
In order to achieve the purpose, the invention adopts the following technical scheme:
the invention relates to a method for quantitatively analyzing user experience of a heated cigarette smoking set based on an eye movement tracking technology, which is characterized by comprising the following steps of:
selecting a brand LOGO, a cigarette holder and a decorative band in appearance parameters of a heated cigarette smoking set as a key interest area influencing the experience of a user of the heated cigarette smoking set;
step two, determining eyeball watching behaviors experienced by a user who heats the cigarette smoking set and using the eyeball watching behaviors as key eye movement test indexes, wherein the eyeball watching behaviors comprise: first fixation time, first fixation duration, total fixation duration, pupil diameter;
the first fixation time is the time for obtaining each appearance parameter of the key interest area which is fixed by the user for the first time by using an eye tracker;
the first fixation duration is the duration of a first fixation point of each appearance parameter of the user in the key interest area obtained by the eye tracker;
the total gazing duration is the time sum of all gazing points of the same appearance parameter of the user in the key interest area obtained by the eye tracker;
the pupil diameter is the average pupil diameter obtained by an eye tracker when a user watches a key interest area;
respectively presenting n product picture samples of the heated cigarette smoking set to the user at intervals of time T and for time T by using the eye tracker, so as to capture the eyeball watching behavior of the user and obtain eye tracking data; wherein n is more than 15;
fourthly, detecting and extracting feature points of brand LOGO, a cigarette holder and a decorative strip in the eye movement tracking data to obtain an eye movement feature sample database of each of the three eyeball fixation behaviors;
and fifthly, acquiring new eye movement test data by using the eye movement instrument, determining corresponding characteristic information of the new eye movement test data, performing characteristic matching with the eye movement characteristic sample database, if the matching degree reaches a set threshold value, indicating that the experience test is passed, wherein the experience degree of the user corresponding to the new eye movement test data on the heated cigarette smoke is excellent, otherwise, indicating that the experience test is not passed, and the experience degree of the user corresponding to the new eye movement test data on the heated cigarette smoke is poor.
Compared with the prior art, the invention has the beneficial effects that:
1. the invention provides a related eye movement tracking test and judgment method aiming at the modeling element characteristics of the heating cigarette smoking set, realizes the measurement of the user experience of the heating cigarette smoking set by collecting the eyeball movement data of the user, and has better objectivity, effectiveness and no interference to the user.
2. According to the invention, quantitative and objective user eye movement behavior data are acquired through eye movement tracking, so that the internal recessive reasons behind the purchasing behavior of the user on the heated cigarette smoking set can be effectively disclosed, and the clear information that visual attention and behavior influence the experience preference of the user of the consumer is disclosed.
3. The method is based on the eye movement tracking test technology, objectively records the eye movement signals of the user, collects the visual behavior mode when the user observes the appearance of the heated cigarette smoking set product, quantitatively analyzes the user experience process, and evaluates the attraction degree of the appearance elements of the heated cigarette smoking set to the attention of the consumer, thereby providing research and development theoretical support for the research and development of new products of the heated cigarette smoking set, and having better market prospect and theoretical value.
4. According to the testing method, the visual attention point, the modeling style preference and the like of the user in the cognitive process of the heating cigarette smoking set can be evaluated through the eye movement tracking data analysis according to the eye movement data of the user, so that the testing accuracy is improved, and the testing period is saved.
Drawings
Fig. 1 is a schematic diagram of a method for quantitatively analyzing user experience of a heated cigarette smoking set based on eye tracking technology.
Detailed Description
In the embodiment, the close relationship between the eye movement of a person and a psychological mechanism of visual information processing is researched, a series of rapid eye movements of the user can be found in the cognitive perception process of a product, the first visual fixation point of the user and the like are researched, the user experience effect of the heating cigarette smoking set can be effectively measured, and the objectivity and credibility of an analysis result are guaranteed. Specifically, the method may be integrated into a heated cigarette smoking set user experience quantitative analysis system, as shown in fig. 1, comprising the steps of:
step one, selecting a brand LOGO, a cigarette holder and a decorative strip in appearance parameters of a heating cigarette smoking set as a key interest Area (AOI) influencing the experience of a user of the heating cigarette smoking set; the key interest area refers to a key functional area for heating the appearance elements of the cigarette smoking set.
Step two, determining eyeball watching behaviors experienced by a user who heats the cigarette smoking set and using the eyeball watching behaviors as key eye movement test indexes, wherein the eyeball watching behaviors comprise: first fixation time, first fixation duration, total fixation duration, pupil diameter;
1. first fixation time (unit: second): acquiring the time from the beginning of stimulation to the first fixation of a user to each appearance parameter in a key interest area by using an eye tracker; the shorter the first fixation time, the more easily the design of the heated cigarette smoking article is recognized by the consumer, i.e. the more visually significant it is;
2. first fixation duration (unit: second): acquiring the duration of a first fixation point of each appearance parameter in a key interest area by using an eye tracker; the longer the duration of the first fixation, the more visually interesting the heated cigarette smoking article design is to the consumer;
3. total fixation duration (unit: seconds): acquiring the time sum of all fixation points of the same appearance parameter in a key interest area by using an eye tracker; the longer the total duration of fixation, the more attention the consumer has to the heated cigarette smoking article design, i.e. the more visually appealing;
4. pupil diameter (unit: mm): acquiring the average pupil diameter of a user when the user stares at a key interest area by using an eye tracker; the larger the pupil diameter, the higher the emotional arousal of the consumer, i.e., the more emotional arousal;
step three, the eye movement tracking module is used for sequentially presenting n to 25 product picture samples of the heated cigarette smoking set at intervals of T time and lasting for the T time to the user, so that eyeball gazing behaviors of the user are captured, eye movement tracking data are obtained, and finally digital codes of the eye movement signals are stored in the microprocessor in a data combination mode; in specific implementation, the presentation ratio of the picture to the screen is 1: 1, 10s each, and 1s of black screen is arranged between pictures. The user adopts the position of sitting right in front of the desktop type eye tracker, the eyes are right opposite to the center of the screen, and the distance between the eyes and the screen is about 40cm-50 cm. By capturing the eyeball fixation behavior of the user, the eye movement quantitative data of the user in fixation can be obtained.
Fourthly, detecting and extracting feature points of brand LOGO, a cigarette holder and a decorative strip in the eye movement tracking data in an analysis unit module to obtain an eye movement data array matrix of each of the three eyeball fixation behaviors as an eye movement feature sample database;
and fifthly, acquiring new eye movement test data by using the eye movement instrument in the user experience judging module, determining corresponding characteristic information, and performing characteristic matching with the eye movement characteristic sample database, wherein if the matching degree reaches a set threshold value, the experience test is passed, the experience degree of the user corresponding to the new eye movement test data on the heated cigarette smoking set is excellent, otherwise, the experience test is failed, and the experience degree of the user corresponding to the new eye movement test data on the heated cigarette smoking set is poor. In specific implementation, if the matching degree is greater than 85%, the test is passed; if the matching degree is less than 85%, the test is failed.
Claims (1)
1. A method for quantitatively analyzing user experience of a heating cigarette smoking set based on an eye movement tracking technology is characterized by comprising the following steps:
selecting a brand LOGO, a cigarette holder and a decorative band in appearance parameters of a heated cigarette smoking set as a key interest area influencing the experience of a user of the heated cigarette smoking set;
step two, determining eyeball watching behaviors experienced by a user who heats the cigarette smoking set and using the eyeball watching behaviors as key eye movement test indexes, wherein the eyeball watching behaviors comprise: first fixation time, first fixation duration, total fixation duration, pupil diameter;
the first fixation time is the time for obtaining each appearance parameter of the key interest area which is fixed by the user for the first time by using an eye tracker;
the first fixation duration is the duration of a first fixation point of each appearance parameter of the user in the key interest area obtained by the eye tracker;
the total gazing duration is the time sum of all gazing points of the same appearance parameter of the user in the key interest area obtained by the eye tracker;
the pupil diameter is the average pupil diameter obtained by an eye tracker when a user watches a key interest area;
respectively presenting n product picture samples of the heated cigarette smoking set to the user at intervals of time T and for time T by using the eye tracker, so as to capture the eyeball watching behavior of the user and obtain eye tracking data; wherein n is more than 15;
fourthly, detecting and extracting feature points of brand LOGO, a cigarette holder and a decorative strip in the eye movement tracking data to obtain an eye movement feature sample database of each of the three eyeball fixation behaviors;
and fifthly, acquiring new eye movement test data by using the eye movement instrument, determining corresponding characteristic information of the new eye movement test data, performing characteristic matching with the eye movement characteristic sample database, if the matching degree reaches a set threshold value, indicating that the experience test is passed, wherein the experience degree of the user corresponding to the new eye movement test data on the heated cigarette smoke is excellent, otherwise, indicating that the experience test is not passed, and the experience degree of the user corresponding to the new eye movement test data on the heated cigarette smoke is poor.
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