One Plus One Equals Three: Eye-Tracking and Semiotics as Complementary Methods in HCI
Jan Derboven · Lirias · 2011
In recent years, several researchers have proven that competences from critical theory, aesthetics, and the arts can offer an added value to established human-computer interaction (HCI) methods. In current research, methodologies from the arts and critical theory are used as ways to tackle HCI research questions, in addition to established HCI methods. However, this paper argues that a true cross-pollination between methods and insights from critical theory and existing HCI practices can be very fruitful. A case study, available in semiotic marketing literature, describing a semiotic analysis of eye-tracking data suggests that a true interdisciplinary approach in HCI can lead to significantly richer research results.