Archive for January 2011
Within our world of behavioural research we see a split regarding where our clients come from; either from companies approaching us directly, or referred by design agencies. Increasingly eye tracking is being sought out by agencies that have a need to add user research and also diversify their product services to clients. Companies are looking to create the best experience for the end user within their sector, and for this to happen a user centred design approach needs to be adopted with user research supporting the process.
Benefits of eye tracking to agencies
The benefit of eye tracking is that it enables a type of research where you can access the reasons why people do what they do. It allows research to take place that is very natural and not stressful to the person taking part. This means more truthful findings that can be trusted by the team.
> Read more
Mouse eye tracking seems to be a popular topic on the internet with analytics people – regularly promoted as a cheaper alternative to real eye tracking by a range of companies. It’s interesting to note that these companies don’t have eye tracking equipment, so we’re always amused at how you could make such a claim that, when you really think about how you use the web, shouldn’t work.
We’ve been running eye tracking studies for over 5 years now and can honestly say, from a user experience research perspective, there is no useful correlation between eye movements and mouse movements – apart from the obvious looking at where you are about to click.
If there was a correlation, we could immediately stop spending money on eye tracking equipment and just use our mouse tracking data from websites and usability sessions. We’re all for saving time and money in research where possible.
Does mouse eye tracking actually work?
In word – NO. We have many ways of illustrating why mouse tracking fails to show us where people have looked, but here’s our favourite three.
> Read more