Eye tracking services
Eyetracking is fundamental to our methodology and we use eye tracking technology as an enabler to gain insight into our projects for a number of reasons;
- It’s non-invasive and allows users to get on with tasks naturally.
- The data is highly accurate and quantifiable.
- It acts as a memory cue to allow in-depth discussions around the findings
- Concise evidence is created allowing teams to focus on implementation.
Traditional usability testing methods rely on users thinking aloud while carrying out tasks. Our methodology means that users left to complete tasks naturally and uninterrupted. Depending on the type of usability testing, we then carry out an interview with users once they have finished their tasks. When the eye tracking is played back to the user they are able to recall and articulate in detail and share with us what they were thinking at the time. Learn more about our methodology.
We offer eye tracking in a range of research environments. Since 2005 we have used eye tracking for research into websites and desktop applications, however with the purchase of SMI eye tracking glasses in 2012, we are now able to research mobile sites and applications, seamlessly research a complete multichannel customer journey from printed material to site and to research in in-store environments.
Better Behavioural Research
Eye tracking is a direct and truthful window into unconscious motivation, so it’s crucially important that the surrounding research methodology is carefully considered. We pay extra special attention to;
- Spotting behaviours
- Our moderators are skilled in spotting key decision points in users eye tracking footage and, in replay, gently apply unbiased questioning tied to these points.
- Avoiding biasing respondents
- Our moderators are highly trained in monitoring every aspect of the research environment. We’re acutely aware of need to avoid biasing user behaviour with our words, presence and actions, however trivial they may seem.
- Realistic & relevant contexts
- Using an informal introductory chat, we ask users about the participants connection to the subject, probing their needs, wants, past behaviours and experiences, effectively getting them to set their own tasks. This puts users in the mind frame of the decision making they are about to encounter and makes it real and relevant to them.
- Naturalistic environments
- We go to great lengths to ensure participants are relaxed and comfortable in their surroundings and that they feel part of a collaboration, not a test.