Eye Tracking
 

 

Eye Tracking is a physiological measurement system based on eye cameras with infrared diodes and picture processing software. The cameras record and process eye line of gaze with respect to stationary or moving surface. Extraordinary pictures reveal what people look at, in which order, for how long, and many more.

Eye Tracking results are then cross-referenced with information provided by a questionnaire about the viewer experience during visual behaviour.

IRSOP uses Eye Tracking equipment provided by Tobii Technology.

 

 

Eye Tracking provides answers to these questions

 

 

  • What activates attention of the viewer?
  • How much attention is paid to the brand?
  • Are activations leading the eyes to the brand and message or are they cannibalizing attention?
  • What time is spent on various elements of the content? (Information in-take)
  • What placement gets the most or the least attention?
  • What visual search strategies are used by the consumers?
  • What confuses viewers in an ad, a pack label or Web site?

 

Major IRSOP Eye Tracking applications
 

  • Improving Web presence
  • Testing brochures, catalogues
  • Shelf impact tests
  • Print/outdoor advertising

 

Special application of Eye Tracking in Web usability research
 

 

Web sites are becoming increasingly important in revenue generation and brand building. Functional and friendly web sites are offering higher user utility than less functional sites.

IRSOP specializes in Web site testing to validate that a specific company site is connecting with its target audience.

In Web site testing, IRSOP takes a problem-oriented approach.

Research aims at identifying a standard set of potential usability problems.

1. Attention filtering problems
2. Semantic processing problems
3. Search obstacles due to layout design
4. Weak content stimulation
5. Conflicting states between habitual browsing and site architecture
6. Subliminal effects of peripheral or styling cues.

Typically, users are asked to complete a task on the Web site with the Eye Tracking system registering eye movement during the journey. Measurement is followed by a retrospective interview with respondents asked to describe their experiences during completing the task.

Data analysis includes graphic presentations of customer journeys, statistics, and assessments of verbal customer reactions. The key part of any IRSOP research report is a substantive chapter of conclusions and concrete recommendations for Web site improvement.