At SimpleUsability, technology is a huge enabler. But we don’t believe in tech for tech’s sake. Don’t get us wrong, we love tech, but we’re more excited by what it can allow you to do.
We’re so passionate about applying eye tracking, not because it involves impressive or complex technology. It’s because experience has taught us time and time again that, when applied skilfully, with a well-honed methodology, it reveals far more about real user behaviour and motivations than any other technique we’ve encountered. That’s it.
We have Electroencephalography (EEG) headsets and Galvanic Skin Response (GSR) bracelets which we employ to assess subconscious emotional responses, and use both portable eye tracking glasses and remote desktop units to measure unconscious eye movements in a variety of settings.
Our team remains continually abreast of the latest technological developments in behavioural research, and we continue to make significant investments in equipment to keep us ahead of the curve. We’re early adopters and pioneers in the newer fields of EEG and GSR and are already applying these alongside our core methodology.
Our desktop eye tracking units record exactly where the user is looking at any given moment and how long they spend fixated on any one place. 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. We use this technology for web usability and screen based advertising and packaging research.
The latest HD eye tracking glasses offer greater flexibility when testing mobile devices, printed materials or in-store. Portable and quick to set up, the eye tracking glasses allow you to see from the user’s point of view what they are drawn to and engage with – as well as what is not catching their attention.
The wireless Electroencephalography (EEG) headset system taps directly into electrical activity arising from the brain. Electrical channels are measured from the surface of the scalp and act as a thermometer for subconscious emotional reactions. We use the equipment to measure three metrics: Excitement (long and short term); Engagement; and Frustration. It can be applied to a variety of project types.
The Galvanic Skin Response (GSR) bracelet also lets us assess subconscious emotional behaviour. It measures the electrical conductance of the skin, which varies with its moisture level. Sweat glands are controlled by the sympathetic nervous system, and therefore give an indication of psychological state.