Eye Tracking

Why does eye tracking rock?

Here at SimpleUsability we use eye tracking as a tool to help us find out more when we are conducting research. We go further and have designed and evolved methods to discover better findings from usability sessions.

While a standard usability study relies on video and audio feedback, eyetracking allows us to observe thought processes that are not vocalised, giving you an even deeper insight into your users. The results are objective, unbiased and quantifiable. With many of our eye tracking studies we play the eye tracking back to the user. This acts as a visual cue to the user, and they passionately talk about what they were thinking at the time. This allows us to conduct studies in a very natural way.

We are experts in using different types of eye tracking technologies and can advise which type of study is best for you. Eye tracking allows you to:

• Find out what is attracting users' attention
• Know what they are ignoring
• Observe what is distracting them from their user journey

View our quick eyetracking demo video

Our unique methodologies can be used to help teams make decisions and discover usability issues. Some examples of how we have implemented eye tracking are:

• Usability testing - from websites, printed brochures, emails, video or TV advertising, eye tracking allows us to carry out natural tasks during the session.
• Design options testing - choose a design route that works for your actual target audience so that the team can move forward confidently.
• Prototype and wireframe testing - you don't need to wait until a product is almost ready for market to test, we can show you real users interacting with your concepts before expensive development takes place.
• In-store shopping insight - you can observe people choosing products in a live retail environment and allow the insight and feedback from the users to maximise sales.
• Shelf simulation testing - before finalising point of sale designs and merchandising plans we can project shelf schemes in actual size which allows users to interact and give feedback on layouts.

From the data collected we will produce a series of easily interpretable graphical representations showing the main areas of interest, with individual gaze plots and hotspot visualization maps as shown below.

The eye tracker records exactly where the user is looking at any given moment and how long they spend looking in any one place. Unlike older eyetracking equipment, our technique is non-obtrusive, meaning no clunky head restraints or heavy glasses. The system is quick to set up and can be calibrated in under a minute. The data provided is highly accurate and the monitor tracks almost everyone, even those wearing glasses or contact lenses. It is also fully portable and easily incorporated into our mobile lab.

Interested in Eyetracking Services?

Contact us to discuss your eye tracking queries.