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A guide for agencies looking to implement usability and eye tracking into the project lifecycle. What are the benefits of integrating eye tracking and using a third party to carry out the research? Let us steer you through the realities of selling eye tracking with usability into a project.
Read the full article here: Agency Guide : How to Implement Eye Tracking & Usability
The market research industry has long recognised the challenges of investigating the retail experience and many methods have been developed to address this. And whilst going beyond techniques that occur remotely from the shopping experience (such as focus groups and surveys) is clearly welcome, there remain fundamental flaws in the preferred methods of accompanied shops, store intercepts and exit interviews. In this article we discuss these weaknesses and describe how an eye tracking methodology for retail that uses cued retrospective recall overcomes these by;
- Cutting past the limitations of human introspection and memory
- Minimising intrusion
- Limiting inference
We also discuss how this methodology reveals that a reliance on heatmap analysis alone can be dangerous for your projects’ health.
Read the full article here: Beyond Heatmaps : Eye Tracking for Market Research
Bringing usability testing in-line with the culture of an organisation, and convincing key stakeholders of the benefits of usability and engaging with a neutral usability partner can be difficult. There are many reasons for pushing back on usability from costs and timescales to not trusting the outcomes.
We have constructed a guide that provides answers to the more common barriers that we have heard in our experience. These will help you show that usability can give a significant return on investment, and by choosing the right type of methodology the findings can take the team and business forward and bring everyone together. Weve also highlighted some things to look out for when engaging with an external usability agency.
Read the full article here: How to Buy Usability Testing & Eye Tracking
This factsheet is intended as a useful quick reference document for market researchers and research buyers considering buying eye tracking services. Eye tracking often suffers from a commoditised status within market research and its true value can be overlooked or diminished due to poor practices or the wrong approach. To help readers realise and draw maximum value from their spend we discuss helpful pointers on the key considerations of recruitment, methodology, analysis and more.
Read the full article here: FactSheet on How to Buy Eye Tracking for Market Research
Eye tracking today suffers from a commoditised status within market research and its true value can be overlooked or diminished due to poor practices or the wrong approach. Misconceptions of high cost also plague it and consequently its infrequently applied to mainstream research beyond the more advanced instances of retail research. In this article readers will discover the reasons why eye tracking may have disappointed in the past, the probable reason why this was, and how to avoid these common pitfalls for meaningful results. Part discussion, part purchase guide, readers will be armed with all the ‘must ask’ questions when commissioning an agency and ‘must know’ arguments when selling eye tracking into their business. Above all readers will learn why eye tracking, used correctly, still rightfully deserves the enthusiasm the industry showed it when it first entered the methodological toolbox.
Read the full article here: How to Buy Eye Tracking for Market Research
Asking users to verbalise about why they do what they do within a usability test can be challenging. This level of detail comes from sub-conscious and the moderator of a session has to work hard to make sure findings can be trusted.
Shared in this article are best practice guidelines on methodologies to adopt and the types of questions to ask that will reveal relevant insight.
Read the full article here: How to Ask Why in Usability Testing
Deciding where to carry out website usability testing is a common problem faced by most teams as different locations have different benefits and issues.
We have constructed a simple guide that provides an overview to the more common location based issues associated with running testing in either a custom facility or onsite at your company premises. We’ve also included some information on targeting suitable research participants and the benefits of using an external research agency.
Read the full article here: A Guide On Where To Conduct Website Usability Testing
Find out more about our usability, market research and eye tracking services available.