Archive for May 2010
We’ve attended all of the EyeTrackUX conferences to date and this year we’ve been invited to speak about how we use eye tracking within our research business.
In his session, Guy will share how we run our research sessions using a retrospective protocol and it’s embedded in most aspects of our UX research at SimpleUsability. He hopes to inspire more practitioners to use more retrospective protocols in their research and dispel a few myths about what retrospective techniques achieve. He will also take this opportunity to share his thoughts on why we need to promote retrospective eye tracking research over traditional research techniques.
The conference is runs over two days in Leuven, Belgium. More details can be found on the EyeTrackUX website http://www.eyetrackux.com
Research Helper – www.research-helper.co.uk is a new portal for volunteers to register for taking part in market research in Leeds. Aimed at the residents of Yorkshire, it allows people to sign up with SimpleUsability once to remain on our books.
We currently have a research panel of over a thousand volunteers and we’re keen to grow that to ensure we can match the right users to our growing research needs. SimpleUsability is thought to be unique in it’s policy of only using people once for in-depth sessions. Many of our competitors re-use participants within a varrying timeframe. We prefer to use people only once and then incentivise attendees to help us find new people for our research.
Resarch Helper will be headed up by the latest addition to the team, Rozanne.
For further information email firstname.lastname@example.org
Taking the element of luck from the research procedure.
The Truth, when a marketer tells you that’s what they’ve found you’d better run. Marketing is looking for “Target Audiences” unfortunately marketers have forgotten that these “Target Audiences” are actually people. The problem they have, is they find it hard to connect with real people, because they don’t ever see any, all they see is “Target Audiences”.
When they set out to run focus groups, build personas, embark on any testing, they’ve already accepted the futility of it all, they know that the truth is hidden to them, so they’re just going through the motions. They know that the majority of decision-making is from the subconscious and they have no way of getting to it.
With eye tracking technology you can find out not what people say they saw, but reveal what they really did see. We do this not by analysing “heat maps” but driving out insights through retrospective recall sessions with users. The evidence is compelling; it allows users to express the familiar, describe the journey, and reveal the subconscious decision-making taking place whilst exploring your offerings.
Users were asked to buy a new summer outfit for themselves and one of their teenage children or a younger relative. Users were quickly drawn to the main graphic on the homepage. The women looked around the homepage to get started rather than use the primary navigation because it looked to them that the ‘Women’ tab was already selected.
Users reacted positively to the photography used on the website, and each section or category had a large banner. Users often looked longer and tried to hover the mouse over these products, but could not find out which products were being featured in the photography. Within the ‘Occasionwear shop’ users became confused because the main graphic looked like it contained navigation items e.g. ‘Summer wedding’. The users looked to the left hand navigation, but the titles were not available and the user had to scroll to find this section.
We observed that the women’s drop down menu was slightly harder for users to scan due to some of the titles wrapping over onto two lines.
When accessing product information, users saw the ‘Outfit maker’ icon when their eyes moved downwards from the title to the size selection. This was a help to users who would normally struggle to put an outfit together, and their eyes were drawn to immediately choose a category. Users were really looking for suggested products against the one item that they had chosen at this point, so they often clicked on the ‘Outfit ideas’ category which didn’t give them what they expected. Some users became frustrated when paging through the products within the ‘Outfit maker’ from the bottom of the page. They had to be careful to select ‘Next’ because clicking on the arrow icon made all the products disappear.
When looking for items for a teenager, users were unaware that the ‘Johnnie B’ primary navigation section was relevant to them. It was only when the user hovered over that tab and saw the ‘Teen boys’ and ‘Teen girls’ titles that they knew where to go. The navigation item of ‘Johnnie B’ disappeared if users were within the ‘Outfit maker’.
When users had decided on which product they wished to buy they clicked on a size and the green tick appeared. Users then looked up to the shopping bag in the right hand corner of the screen and didn’t always realise that they had to click on ‘Add to bag’ to move forward with their purchase.
SimpleUsability have been providing expert eye tracking advice for the readers of Internet Retailing Magazine since 2009.