EyeTracking
Understanding thought processes by eye movement analysis
Aims
- Eye tracking shows the movemen t and the in tensity of the viewer´s visual attention, thus enabling a deeper understanding of the cognitive processes involved. In this way, obstacles arising from the use/ perception of a medium become apparent.
- Analysis of eye movement shows, for example, whether important elem ents of a sample are seen, how quickly they are seen, how interesting/ complex particular areas are to the user and whether the sample contributes to constructive usage.
Results
- Do users perceive the website and its elements as intended?
- How does the layout influence viewer attention?
- Where are the user´s entrance and exit points?
- Where are the areas of interest in the sample? Which areas attract no attention ("dead zones")?
- Which elements receive most attention?
- Are important functional elements seen/ interpreted correctly?
Applications
- Test of a current Internet presence:
- Does the current layout direct the viewer to all relevant information? Is there room for improvement?
- Planning a web re-launch/ pre-testing of advertisements:
- Analysis of alternative designs: which variation generates more ergonomic eye movement? Which version increases understanding or recall of a particular advertisement (attention drawn to logo, what´s on offer, etc.)?
- How can planned process improvements/ layout changes best be put into practice?
- Possible samples:
- Current Internet presences.
- Linked screenshots/ Inter net presence prototypes.
- Electronic sample images of advertisements.
Process
- In test studio (with facilities for observation and video recording).
- Carried out by experienced Psyma research staff.
- Eye tracking during folder test (print advertisements).
- Eye tracking of the orientation phase (web/ print).
- Eye tracking banners on websites.
- Post questioning, possibly coupled with video confrontation: interview of respondent on the basis of eye tracking data (web).
- Strongly implementation-oriented report.
Eye movement analysis can be combined flexibly with other methods, or used on its own.
We recommend, however, using a combination of eye tracking and an interview.
Direct comparison of print advertisements alternatives or different page designs (web):
- Test studio, but "standa rd" interview room (without facilities for observation or video recording).
- Carried out by experienced interviewer.
- Short, structured questionnaire (approx. 15 - 20 minutes).
- Larger sample size (at least 30 - 50 interviews).
- Extremely fast delivery of results.
- Report is also quantitative and differentiated according to sub-target group.
Extended UseLab (eye tracking plus confrontation of respondents with eye tracking records):
- Test studio (with facilities for observation and video recording).
- Very detailed examination of core areas of the website, plus extensive investigation of all aspects of usability. Eye tracking during set tasks.
- No questionnaire or guideline, but briefing on task content.
- Emphasis on usability.
Managing Director
Dr. Frank Knapp
Managing Director Sales
Dieter Gabsteiger