Neuromarketing Analysis of the Educational Toy Industry.

This is a case study of the packaging in the Educational Toy Industry with Eye tracking. There are two data sources: the first [observations.csv] is the data obtained in Eye tracking with Gazepoint Analysis and consists of 350 records and 16 columns (variables):
Media ID: 0 for EDUCA o 1 for DISET;
Media Name: EDUCA o DISET;
Media Duration (sec - U = UserControlled): duration of the visualization;
AOI ID: id of the area of interest;
AOI Name: name of the area of interest
AOI 0 : NUMBER OF QUESTIONS AND TOPICS,
AOI 1: DRAW OF TOPICS (for EDUCA) / DESCRIPTIVE MESSAGE (for DISET),
 AOI 2: BRAND,
 AOI 3: RECOMMENDED AGE,
 AOI 4: PRODUCT FAMILY,
 AOI 5: PRODUCT NAME,
 AOI 6: GAME PICTURE;

AOI Start: Starting time of analysis of the area of interest (0 if it is a static image, but it can be different from 0 for a video where it is interested to monitor something that comes in the instant 10 sec., for example);
AOI Duration (sec - U = UserControlled): Active duration of the area of interest (matches the total duration, but in a video we can monitor something just a few seconds);
User ID,
User Name,
User Gender,
User Age,
Time to 1st View (sec): Time (in seconds) until you see each area of interest for the first time (If the value is -1 means that the area has not been visualized);
Time Viewed (sec): Time (in seconds) that the area of interest has been visualized;
Time Viewed (%): Time (in percentage) that the area of interest has been visualized (relative to the overall time dedicated);
Fixations (#): Number of fixations or times that user user has looked at that area of interest, being able to look at several parts of it, counting each part as a fixation;
Revisits (#): Number of revisits made to the area of interest, coming from another part of the image/video.

The second data source [users.csv] refers to the users who participated in the study and consists of 25 records and 8 columns that show their social situation (sex, personal situation, number of children, age, etc.).

These tables were cross-referenced in order to explain the data obtained by Eye Tracking, together with the characteristics of each individual.
After eliminating the redundant, empty and repeated variables, and after assigning a suitable format to the remainder, a dataset of 13 columns and 350 rows was obtained [AOI_Statistics_for_each_user.csv].