What is Eye Tracking?
Eye Tracking is a method that allows you to capture the location and movement of the point of gaze. During an Eye Tracking study, the participants are asked to look at an object (e.g. Web page, banner, printed material, physical product) while their eye movements are recorded.
How does Eye Tracking work
Eye Tracking studies are usually conducted in a lab with special Eye Tracking equipment. If the test object can be shown on a computer monitor (e.g. Web page, image, video, computer game), we use a special monitor with infrared technology, designed for capturing eye movements. As participants do not have to wear any devices on their head, it allows them to be comfortable.
Why Eye Tracking?
Eye Tracking gives data on the duration and fixation of the participant on an object. This information would normally be missed with other research methods, as they rely on observation (e.g. facial expressions) and verbalization of the participants only. By tracking eye movements in combination with more traditional user research methods (e.g. usability test, user interviews) you can:
- Determine what parts of the object attract attention and what parts are ignored by the users
- Explain inefficient or ineffective performance
- Identify search strategies that are used
- Measure spontaneous reactions and responses
- Evaluate the match between the visual design and business objectives
What are the deliverables?
We provide you with an Eye Tracking report which includes:
- Quantitative analysis including descriptive and inferential statistics for eye movements and pupil diameter
- Qualitative analysis of the spatial and temporal aspects of users’ attention
- Visualization such as heatmaps and gaze plots (see pictures below), and movies replaying users’ eye activity
Questions?
If you have any questions or want more information about Eye Tracking, please contact us!