What is Eye Tracking?
Eye Tracking technology captures participants' eye gaze as they observe an image, advertisement or web page. By tracking a participant's eye movements, we are able to provide deeper insights into why a user reacts as he/she does.
For example, you can get information about what is seen before a user moves the mouse over or clicks on a link, revealing search patterns and the effectiveness of visual cues. This is particularly useful in market research and usability studies, such as evaluations of advertising or package design and website usability.
In website surveys, participants can use the Internet freely without a test leader sitting in, asking questions. When participants do not feel observed they get closer to a natural situation and behavior.
We recommend incorporating eye tracking technology into traditional one-on-one, in-depth interviews with your target audience. Unlike focus groups, conducting in-depth interviews among your audience will avoid the potential for "group think" (or derailment) and simulate an authentic, individual computer experience.
Deliverables
- A custom-designed interview questionnaire.
- Full transcripts of interview responses.
- A report, detailing key findings, and highlighting key quotes.
- Heat Map- This shows the relative duration in which the participants looked at different areas of interest within an ad. In addition to the overall heat map, this can be broken down by area of interest.
- Gaze Plot- This output tracks the progression of the eye as the consumer takes in the ad. This will allow the client to determine the order in which the consumer views various sections of the ad.
Eye Tracking Demos
StrategyOne Website, Study Conducted by StrategyOne, September 2, 2009
Participants in the study were asked to view the StrategyOne website. Participants viewed the website at their own pace.
Thomas Cole - The Course of Empire, Study Conducted by StrategyOne, June 19, 2009
Participants in the study were asked to look at five paintings from Thomas Cole’s work, The Course of Empire. Participants viewed the five images at their own pace. Below you will find the Heat Map and Gaze Plot for two of the five paintings.
Thomas Cole - The Consummation of Empire
Thomas Cole - The Destruction of Empire
To learn more about our eye tracking software, please contact Robert.Moran@StrategyOne.net.
