EyeTracking

Understanding thought processes by eye movement analysis

Aims

• Eye tracking shows the movement and the intensity 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 elements 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 / Internet 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 “standard” 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.