Eye tracking
Eye tracking is the online tracking of people’s eye position whilst they are engaged in a particular task. Eye tracking is a very powerful and sophisticated tool that provides a direct measure of online thought processes and unconscious behaviour.
Many thought processes do not reach the level of consciousness necessary for verbalisation. Because of this, eye tracking in usability provides a deeper understanding of how the users interact with a product and can be used to identify potential usability issues early on in the development lifecycle or on fully functional interfaces for the purposes of benchmarking, solving problems or redesign.
Eye tracking provides rigorous quantitative measures of attention. These can be correlated with task completion time, error rate, success rate, backtracking rate and other indicators of an interface’s efficiency and used together results from usability testing or as a stand alone tool to tackle specific issues.
What is eye tracking for?
Eye tracking is used to answer the following questions:
- Which design works better and why?
- How do users browse for information?
- Where should adverts or navigation be placed?
- Which parts of a page are generating interest?
- Is a page too crowded?
- Should text or pictures be used?
- Why do my users keep abandoning my site just before checkout?
On what?
- Websites
- Intranets
- Software applications
- TV
- Games
- Mobile phones
- Printed media
What fields?
- Usability
- Advertising
- Gaming
- Software development
Why us?
- We have high level of expertise and experience with people holding doctorate degrees in fields such as visual attention.
- We don’t simply use ET to complement usability testing, we use it as a sophisticated stand alone tool or we combine it with other usability testing tools to provide careful insights into user experience.
- We make sure our data is 100% reliable.
- We provide data that clients understand and can use
- We have experience of eye tracking in a variety of interfaces
- We are extremely flexible and will tackle challenging problems without losing rigour.
Contact us for more details on eye tracking.