A new approach for product evaluation based on integration of EEG and eye-tracking

Exploiting biometric measures, especially neurophysiological data of evaluator for product evaluation is advantageous at avoiding bias and subjectivity in expert scoring process. This paper proposes an approach that integrates electroencephalograph (EEG) and eye-tracking (ET) data in a new way to derive multi-faceted supportive information for product evaluation. Firstly, emotion recognition from EEG signals of evaluator is carried out with a spatial–temporal neural network. Then, based on correlations between emotions and preferential judgement, general customer preference toward product design scheme is inferred from emotions by fuzzy system. Finally, general preference is integrated with ET data at application-level to quantify fine-grained customer preferences toward design modules and visual attractiveness. This approach is verified with a case study which evaluates six designs of frontal area of automotive interior, and valuable supportive information for design decision-making is yielded. Also, comprehensive analysis is conducted and the results verify the effectiveness of proposed approach.