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Eye Tracking

If you want to know how well your website (or other media) works and how successful it can be, you need to look at how it is perceived by the users. We want to test the communication between your media and the user and therefore need to see if the interface is working efficiently. The user needs to see the central content of your site immediately and it is important to know what the user thinks about the message that is coming along.

The method of eye tracking enables us to see the fast, psychological process of perception. The stimuli within the eye tracker can be websites, advertising, online-shops or software applications.

Below some typical questions of an eye tracking analysis:

Websites:
  • How does the user find her/his way through the website (orientation)?
  • How much time does the user spend to look at banners in comparison to other points of interest?
  • Does the user find the requested information easily?
  • Does the user notice important navigation and menus?
Ads:
  • Is there a good balance between the different elements of advertisment in your ad?
  • Does the interaction between Logo, Key Visual and Claim work?
  • Are important elements of the ad well perceived?
  • Does the user get the message of your ad?
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Method and procedure

The infrared camera which is integrated into the eye tracking monitor of Tobii registers all eye movements of the test persons in a non-invasive way. We can measure the eye movement on static sites (ads, flyer, packaging, posters) and on dynamic sites (websites, movies). This is useful for scenario-based tasks.

Eye tracking will provide objective data but it also important to have diagnostic data.
After the first tests, we will conduct in-depth interviews and the users can tell us about their personal experience during the test sessions.
This way we have a combination of eye movement registration and result from the interviews. On this basis we can evaluate the patterns of use and the possibilities of how to optimize the media for the target group.

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Analysis (Tobii Studio)

After a test series we can analysis the eye movement of the user via the eye tracking software Tobii Studio.
Numerous graphical analysis options are available and allow drawing conclusions about the order and intensity of the eye movements. On the basis of the analysis we will know more about how the media is perceived and how the information is processed.
We can test different target groups according to age, gender, profession, educational background, etc.
Heatmap

Clouds clearly indicate which part of the site got most of the user's attention (red areas received most of the user's attention in percent).
Scan path

The scan path displays the eye movement as a series of fixations (circles) and saccades (lines).
This informs us about the order and duration of the users eye movement.
Areas of Interest (AOI)

The AOI break the ad down into segments of interest.
Each segment provides information on how much attention it received (in percent) and how long the attention lasted.
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