Study of the attentive behavior of novice and expert map users using eye tracking

The aim of this paper is to gain better understanding of the way map users read and interpret the visual stimuli presented to them and how this can be influenced. In particular, the difference between expert and novice map users is considered. In a user study, the participants studied four screen maps which had been manipulated to introduce deviations. The eye movements of 24 expert and novice participants were tracked, recorded, and analyzed (both visually and statistically) based on a grid of Areas of Interest. These visual analyses are essential for studying the spatial dimension of maps to identify problems in design. In this research, we used visualization of eye movement metrics (fixation count and duration) in a 2D and 3D grid and a statistical comparison of the grid cells. The results show that the users' eye movements clearly reflect the main elements on the map. The users' attentive behavior is influenced by deviating colors, as their attention is drawn to it. This could also influence the users' interpretation process. Both user groups encountered difficulties when trying to interpret and store map objects that were mirrored. Insights into how different types of map users read and interpret map content are essential in this fast-evolving era of digital cartographic products.