Eye tracking

Eye tracking

Eye tracking is used to:

• identify potential usability issues early on in the development lifecycle or on fully functional interfaces in order to improve the customer experience
• provide recommendations on design and optimum advert placement

Eye tracking is a sophisticated and rigorous quantitative tool that captures the movements of the users’ eyes across an interface whilst they are engaged in a particular task, providing access to otherwise unmeasured behaviour. Foviance can then identify what areas attract attention and in what order, which elements users ignore, or where users look if they face difficulties during a task. In addition, when correlated with data sourced through other research techniques, such as task completion time, error rate, verbal comments or memory tests, eye-tracking can provide an accurate measure of an interface’s efficiency and a detailed picture of how well users interact with it.

The deliverable is a findings report with data visualization (heat maps, gaze plots, gaze trails, cluster maps) and analysis of the data providing actionable recommendations that address the research objectives.