Trace: A research media player measuring real-time audience engagement

Area of Science:

• Psychology
• Human-Computer Interaction
• Media Studies

Background:

• Measuring attention and engagement is crucial for psychological research.
• Technological advancements enable real-time attention measurement to naturalistic stimuli.
• Ecologically valid insights into temporal dynamics are needed.

Purpose of the Study:

• To develop and validate Trace, a novel research protocol for measuring audience attention and engagement.
• To provide a user-friendly, browser-based tool for capturing engagement with screen-based media.
• To integrate real-time attention measurement into authentic audience experiences.

Main Methods:

• Developed Trace, a protocol recording anonymous facial landmarks, expressions, and movement patterns.
• Trace is embedded in the open-source PsychoJS package via Pavlovia.
• Tested Trace with over 200 participants across three studies, including a live theatre broadcast.

Main Results:

• Trace successfully captures real-time audience attention and engagement data.
• The protocol is user-friendly and integrates with various research methods.
• Demonstrated ecological validity in authentic audience settings.

Conclusions:

• Trace offers a powerful, accessible method for behavioral researchers.
• Enables the study of attention and engagement in screen-based media within naturalistic contexts.
• Facilitates deeper understanding of temporal dynamics in audience experiences.