Eye-Tracking Phishing E-mails

Queensland University of Technology’s Nir Mazor put phishing to the test with eye tracking. Using Tobii eye trackers, Mazor set out to identify how where we look when we evaluate an e-mail relates to our susceptibility to falling for these phishing traps.


Social engineering attacks are more prevalent than ever and the fiscal damage which they cause is of enormous proportion. The most prevalent of such attacks is phishing – an attack (usually in a form of an e-mail) which aims at compromising the victim’s personal information by means of psychological manipulation (such as authoritative and urgent tone of persuasion) in conjunction with an interaction with a malicious link. Developed solutions are mostly technical rather than human-oriented ones. Unfortunately, these solutions do little to eliminate or at least reduce the rate of and damage caused by phishing e-mails.

This study focuses on examining the visual way in which users interact with phishing e-mails to try and establish a recommended visual pattern of e-mail inspection. This understanding may contribute to insights on how to improve inbox UI design in a way which will effectively highlight informative components. To achieve such an insight, the study employed an eye-tracker named Tobii Glasses 2, which recorded the gazes of subjects while making “safe”/”unsafe” decisions in regards to 20 e-mail samples, our of which 80% were phishing e-mails. The collected data had been analyzed through visual heat maps and gaze plots.

The results showed that participants who are more susceptible to phishing focus mainly on the content of the e-mail and its image (if present) while resilient participants focus more on the sender’s address and the URL (if present). Moreover, not only is the attention of the former diverted to less informative components, but their total number of gazes is generally lower.

These outcomes may lead to designing more effective user awareness training and improving the UI of e-mail services. Most importantly, it will provide a theoretical framework for future studies of this nature.

What did we learn at the Innovation Labs World?

On 27 September 2016, we attended Innovation Labs World in Singapore as an exhibitor, displaying Tobii eye tracking equipment and our research consultancy services, engaging with the public sector. Indeed, there was copious amount of interest in eye tracking from the various government agencies – thanks to GovTech’s Government Digital Services Hive UX Lab where they use a Tobii Pro X2-30 screen-based eye tracker for their UX research!

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But this event was more than just about showcasing the equipment. It gave us a glimpse into the future that beheld Singapore’s design, technology and IT sector for public service innovation.

Po29936699781_2e335d0ae1_klitical momentum has triggered the creation of new innovation labs, smart city units and digital services. Various representatives from Singapore’s Smart Nation strategy to India’s drive for 100 Smart Cities, and from Australia’s Digital Transformation Office to Makassar’s “War Room” were present at Innovation Labs World. GovTech, the newly formed agency aiming to build deep tech capabilities in the Singapore Government and to drive its digitalisation efforts was also present at this event.

Using tech and the harnessing of data to engage citizens, build better environments and the development of health and innovation policies were some case studies put forth by experts around the world.

We’re really excited that we were part of this and for the future going forth.

 

 

Drop by for the Asia Business Summit 2016!

We are exhibiting at the 2016 Asia Business Series presented by The Institute on Asian Consumer Insight (ACI). Drop by our booth and talk to any of us about eye tracking research for consumers!

Date: 10 Oct 2016, Monday
Venue: Stamford Ballroom, Level 4, Raffles City Convention Centre, Singapore

Join us as we discover the Future Worlds of Asian Consumers.

The series aims to reveal dramatic shifts in the perceived challenges, concerns, hopes and expectations of Asian consumers via the results from ACI’s signature Pan Asian Wave Study. Hear from renowned industry and academia speakers as they share their views on what could mark the next phase of evolution for Asia consumers and companies.

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We’re saving the Planet! Objective Eye Tracking and Prof. Gemma Calvert secure a grant from The Institute on Asian Consumer Insight!

We are proud and excited to announce that Objective Eye Tracking is collaborating with Prof. Gemma Calvert and her team of researchers at Nanyang Technological University on a grant project awarded by The Institute on Asian Consumer Insight (ACI).

This ground breaking research project will seek to understand Asian consumers’ sustainable living perceptions and how that translates into their shopping behaviors. The project tackles key strategic topics under the Possible Future Worlds research initiative at ACI. The mission for this project is to better understand how we can reduce the impact that humans have on Planet Earth.

We will probe into the consumers’ subconscious attitudes and emotions about sustainability, recycling and eco-shopping using cutting edge methods including the Implicit Reaction Time tests and Eye Tracking with the Tobii Pro Glasses 2. These methods will help us uncover new insights that are not easily accessible via regular self-report measures and derive new solutions that will help change human behavior and make a difference.

 

About ACI (The Institute on Asian Consumer Insight)

aciACI was created to help international brands understand Asian consumers and develop business strategies to succeed in Asian markets. By applying the latest market research methods, including psychometrics, biometrics and data-driven approaches, we tap into the deep-seated cross-cultural and often subconscious influences on consumers behavior so that our clients can predict their responses across different Asian markets. ACI also conducts and sponsors research on all aspects of Asian life and disseminates many of these findings on their web-based knowledge platform, Insight+.  For more details about ACI, how we can help your company to better understand your target Asian audience, or find out more about our educational programs, please visit us at ww.aci-institute.com.

ACI is a joint initiative between the Singapore Economic Development Board (EDB) and Nanyang Technological University (NTU) and is hosted at NTU.

About Objective Eye Tracking

oetObjective Eye Tracking are the leaders in Eye Tracking in the Asia Pacific Region. We sell and rent Tobii Eye Trackers to universities, market research agencies, corporates, UX and usability companies across South East Asia, Australia and New Zealand.  We have a team of passionate Customer Experience Consultants who aim to improve the experience of a brand, across every touch point (both online and offline), and are the leaders in using eye tracking technology to uncover unconscious insights which can be used to improve the customer experience.

Video Highlights from Understanding Human Behavior with Eye Tracking workshop

The Understanding Human Behavior with Eye Tracking workshop was held in the Institute on Asian Consumer Insight (ACI) in Nanyang School of Business (Nanyang Technological University) on 21 March 2016. Check out the highlights in the videos below! We’ve also included the interviews with the individual speakers had with our CEO and ACI Fellow, James Breeze.

Three speakers (Dr. Adam Roberts, Haojiang Ying, and Shannon Chia) spoke about how people navigated in indoor environments using certain architectural cues, how people paid covert attention to and perceived emotions with limited facial information, and what athletes paid attention to while playing their sport (badminton) when compared to novices.

Interview with Dr. Adam Roberts

Interview with Ying Haojiang

Interview with Shannon Chia

Visa uses Tobii Pro Glasses 2 for customer insight

As contactless payment is getting more prevalent, Visa wanted to do a health check on the payment experience to ensure that customers can use their credit or debit cards to pay for their items seamlessly. They commissioned Objective Experience to conduct a study focusing on what customers pay attention to during the payment process of using Visa payWave, including branding on the card, at the merchant checkout and POS (point-of-sale) communications.

logo-visa-everywhere.pngVisa payWave is Visa’s contactless payment technology. It facilitates fast and convenient transactions at the point of sale and eliminates the requirement for a consumer to make physical contact with the terminal when making a purchase (therefore “contactless”).

The study was conducted in both Singapore and Sydney (8 participants per location) at well-known supermarkets like Cold Storage and Woolworths. The Tobii Pro Glasses 2 was fitted onto the 16 pre-recruited supermarket shoppers between 21 to 54 years of age. Participants were instructed to shop for any items they would like to purchase, but had to use the selected Visa payWave credit card to pay.

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Contactless payment in a supermarket in Singapore

The lightweight recording unit of the Tobii Pro Glasses 2 and the simple, fast calibration made the data collection process easy and smooth. The adaptability of the Glasses 2 allowed the research to be set up and conducted anywhere (even in a busy café just outside of each supermarket). This wearable eye tracker is best used to study human behavior in naturalistic environments.

After the participants have finished with their shopping and payment task, the video recording of their task was replayed back to them on the spot with the researcher interviewing them about their payment journey based on what the participants saw and did (Retrospective Think Aloud).

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Contactless payment in a supermarket in Sydney, Australia

 

Through this study, we found several similarities between how customers in Singapore and Sydney pay with the Visa payWave. It helped Visa gained insights into how people use contactless payment via different types of payment terminals, and what they really pay attention to when they are at the checkout counters. Customers generally pre-decide on their payment method even before they start shopping and rarely change their mind halfway through their shopping, but the need for, and relevance of visual prompts varied between customers.Tobii_Pro_Glasses2_3200x1280.jpg

This led to the rethinking of how to best design consumer messaging can be designed at checkouts and entrances to strengthen consumers’ association of Visa and contactless payment, as well as for bank partners to advertise their service offerings.

Would you like to try out eye tracking on your customers? Drop an email to infosg@objectiveexperience.com or call us at +65 67374511

Tracking the Shopping Experience

It’s so awesome to see how eye tracking is being used by so many people!

A group of Industrial Design students from Nanyang Polytechnic had the opportunity to use the Tobii Pro Glasses 2 to research how people shop at Scanteak, a furniture store in Singapore. For an experience design class, the students wanted to understand how people navigate through the store, and how they go about finding products within the store.

Using eye tracking, they were able to capture video data of where people went to within the store and what people looked at and did exactly.

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Nanyang Polytechnic students involved with this eye tracking project assignment.