Archive for Market Research
As a business we are always challenging the UX space. UX seems to be the trendy thing that everyone wants to do, everybody says they do, but no one quite agrees on what it is. We presented this thought piece at the NUXONE conference in Bradford on 27th October 2012, and we’d like to share this in the hope that more professionals within this space will take up the challenge.
Of course not all recruitment for website usability is equal, and it may be having an effect on the validity of your research outputs. We’re pretty passionate about quality recruitment at SimpleUsability. Here’s a few big reasons why;
- Speaking to the correct audience is an utterly fundamental prerequisite for meaningful research.
- If you have a limited budget every participant counts, you can’t afford off-spec recruits or no shows.
- We believe poor recruitment practices are widespread in the market research industry, but that new tools and techniques can help.
- Our methodology, eye tracking, is so truthful it’s nigh impossible to fake. We need the real deal, nothing less will do.
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When we talk about emotional engagement, we don’t mean ordering an ‘I heart ’ t-shirt and giving the CEO a bear hug, we’re referring to the scientific study of emotions and how they have the starring role in the purchase decisions made by your customers.
Have you ever asked yourself how your users feel while they are using your product or your website?
It makes intuitive sense that if your users have a positive emotional experience on your site they’re more likely to convert from browsers into buyers. Do you know exactly what on you site is converting using emotional equity, and what is failing?
We are irrational beings, and nowhere more so than when we are online and (believe it or not) when we are parting with cash. In fact neuroscientists argue that emotions drive between 90-99% of all decisions we ever make.We have evolved a highly sophisticated subconscious brain that effortlessly deals with the millions of inputs we perceive every second before delivering it to the attention of our conscious brains, via ‘gut’ emotions.Yet the most widely used methods in usability testing often involve asking a user’s conscious brain why it did something. The truth is it simply doesn’t know.
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1. Participant recruitment
It is difficult to overestimate the importance of careful and thorough selection procedures when recruiting for an eye tracking study. In a conventional depth interview or focus group a close, but not ideal fit of participant to the recruitment criteria can often be overlooked. However, the subconscious nature of eye movements makes it very hard for a participant to ‘hide’ behind scenarios and imagined motivations, you need the real thing. It might surprise you to learn the range of behavioural and attitudinal criteria we typically recruit against. Experience has taught us that shared behaviours are far more important than shared demo- and geo-graphics.
2. Research environment & technical quality
Some providers offer remote testing methods for screen based quantitative eye tracking, where users are not required to come in to a lab. There are obvious cost savings associated with this as users can be in different locations. However, several grave issues arise with this approach;
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Eye tracking in market research has a chequered history. Like many methods that have made it into the researchers’ toolkit it followed considerable hype. However eye tracking has proven a particularly difficult labour of acceptance, largely through no fault of its own. The tools, techniques and surrounding methodology have grown up considerably of late and the eye tracking industry has come a long way in a few short years. Today eye tracking is frequently applied in the field of web design and usability testing yet remains relatively under used in market research.
We recognise that early adopters of eye tracking, done badly, may have been burned and that this had bred a hesitance to engage. This article is intended to re-familiarise the research buyer and agency researcher alike with the initial enthusiasm for the method and to help them rediscover the meaningful insight and opportunities eye tracking can provide. This article covers the basic uses of eye-tracking, what to consider when buying it and, crucially, how the range of ways eye tracking can be conducted and analysed contribute greatly to its quality and potential value to a business.
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Real world eye tracking is finally getting the attention it deserves. Recent innovations in wearable eye trackers means research participants no longer have to carry heavy laptops in rucksacks as the walk around in the real world – they just pop on some glasses and just carry an ipod sized data recorder. We were the first agency in the world trusted to use the latest eye tracking glasses for commercial research from Tobii.
Here’s a great video of how Mercedes are using eye tracking glasses in their design process and market research. Unsure about the value of eye tracking? Why not read our article about using eye tracking in market research.
we observe them, what’s looked at first, how long does the glance linger on certain features or in what order do they look at things.
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Latest addition to the SimpleUsability team underlines our commitment to evolving our cutting edge market research services that build on our world class eye tracking methodologies.
Lowri Davies joins us from market research agency, McCallum Layton, to pursue her passion for encouraging the use of neuropsychological and biometric measures in market research. She has worked on both qualitative and quantitative projects for clients such as O2, The Co-operative Group, HBOS, Direct Line, Smith & Nephew, Aviva and Business Link.
Guy Redwood, founder of SimpleUsability, commented “Lowri’s background in consumer neuroscience has drawn her to join the more innovative edge of the research industry. It was obvious within minutes of talking to Lowri that her passion for great research made her the perfect candidate for evolving our expanding eye tracking services.”
“The market acceptance of eye tracking as an essential tool for understanding consumer behaviour is rapidly growing. When we’re are recognised as market innovators, it is up to us to find the best talent and place that in an environment focused on remarkable excellence.”