Joint analysis of simultaneous EEG and eye tracking data for video images

Purpose Technological innovation has made it possible to review how a film cues particular reactions on the part of the viewers. The purpose of this paper is to capture and interpret visual perception and attention by the simultaneous use of eye tracking and electroencephalography (EEG) technologies. Design/methodology/approach The authors have developed a method for joint analysis of EEG and eye tracking. To achieve this goal, an algorithm was implemented to capture and interpret visual perception and attention by the simultaneous use of eye tracking and EEG technologies. All parameters have been measured as a function of the relationship between the tested signals, which, in turn, allowed for a more accurate validation of hypotheses by appropriately selected calculations. Findings The results of this study revealed a coherence between EEG and eye tracking that are of particular relevance for human perception. Practical implications This paper endeavors both to capture and interpret visual perception and attention by the simultaneous use of eye tracking and EEG technologies. Eye tracking provides a powerful real-time measure of viewer region of interest. EEG technologies provides data regarding the viewer’s emotional states while watching the movie. Originality/value The approach in this paper is distinct from similar studies because it takes into account the integration of the eye tracking and EEG technologies. This paper provides a method for determining a fully functional video introspection system.