Mrs Grazyna Wiejak-Roy Grazyna.Wiejak-Roy@uwe.ac.uk
Senior Lecturer in Real Estate and Economics
Agnieszka Bieda
Abstract
It has long been established that people attach value to window views. However, the challenge in real estate market analyses is to capture what landscape features an attractive view contains and thus how they affect the worth (individual valuation) of the real estate. Real estate research predominantly uses questionnaires to analyze the perception of the landscape. This research assesses the possibilities of using eye-tracking as an objective tool for the assessment of the visual perception of the landscape. The research aim was achieved by comparing the results of subjective surveys with a qualitative analysis of the records of gaze patterns of participants observing on-screen photos of window views. All analyses concerned the urban landscape. Surveys show that natural areas are the most attractive for potential residential buyers, while the most undesirable are industrial window views. Participants of the eye-tracking study focused their attention on details such as distinctive buildings, construction machinery, road signs and traffic lights, advertisements, graffiti, murals, street lamps and electrical boxes. These undesirable details can obscure the entirety of even the most aesthetically pleasing landscape. Thus, the results of this study are expected to inform those involved in urban design to minimize the impact of such obstructions.
