アイカメラによる視線から興味度を推定する可能性 : 眼球運動の専門家へのインタビューを通して  [in Japanese] A Possibility of Estimation of The Degree of Interest by Eye Movement : Based on the interviews to the specialists of eyeball movement  [in Japanese]

現在までさまざまな眼球運動計測実験がマーケティング,広告など消費者の情報処理を分析する上で用いられてきた.しかし,そもそも視線から消費者の興味度を推定することは可能なのか,そのような手法は確立されているのかということが,本稿のテーマである.調査は主に眼球運動計測を手段としている研究者へのヒアリングを実施した.第1編では現行型の眼球運動計測は実験室という限られた状況下で制約され,眼球運動計測器による計測自体が非常に困難を伴うものであるということを明らかにした.さらに屋外での非接触型計測器が開発されれば,新たな研究領域が広がることが期待された.第2編では眼球運動と興味の相関とマーケティングへの応用の可能性を探った.そして,眼球運動と興味は相関があるというのが学界において前提であったが,解釈やレベルの問題があり,「注意」はあっても,「購買意欲」につながるかどうかは,眼球運動という生理計測の段階では判断が難しいであろうということであった.屋外型の非接触型眼球運動計測器の開発によるマーケティング,広告の活用については,現行の計測器でも可能であるというという意見と,定量的に広告料金の課金システムを開発することができるという意見に分かれた.また,広告の活用より広告以外の活用に期待を感じた意見が大勢を占めた.学術的には無意識下での眼球運動特性,産業的には広告の評価システムはもちろん,視聴率調査,ウェブサイト作り,優秀なビジネスマンの眼球運動計測,製品開発,車のドライバーの交通認識にも活用できるであろうと,さまざまな活用が考えられた.

Various eye movement measurement experiments have been made in order to analyze information processing of human being and consumers in various fields, such as marketing and advertisement. This paper discusses whether it is possible to measure the degree of a consumer's interest in a certain product item from eye movement, and whether such a technique have been already established or not. We carried out hearings from the professors who have mainly used eye movement measurement as the research methodology. In the first part, it is declared that the existing types of eye movement measurement are restricted under the situation of a laboratory experiment. Furthermore, new research fields will spread if the non-contact type of an instrument of the eye movement measurement in the outdoors is developed. In the second part of the paper, we studied the correlation between the eye movement and the interest, and the possibility of its application to marketing. And as for correlation between the eye movement and the interest, we clarified that it is an academic premise, however, there is a problem of an interpretation or a level and "cautions" level could be measured in the eye movement. But it was rather difficult to measure "attractiveness to consumers" level by eye movement. About practical use of marketing and an advertisement by development of a non-contact type of instrument for the eye movement measurement in the outdoors, some said that it is possible to measure with the existing measurement instruments, and others said that it is possible to develop the fee collection system of advertisement. Moreover, most of the professors expected the practical use for other fields than advertisement. Various applications are scientifically important, such as the eye movement characteristics under unconsciousness, evaluation system for advertising, research of audience rate, development of a website, eye movement measurement, new product development, and recognition of car drivers for traffic sign design.