Think Eyetracking
Great minds like a think.
Eye tracking 2.0
The term Eye tracking 2.0 was coined by Robert Stevens to communicate the fact that eye tracking technology has improved over the last 5 years.
Eye tracking is not new. It has been around for over 100 years, but until recently eye tracking has been closer to a science experiment than a viable commercial research method. It was invasive, inaccurate, expensive and results were difficult to obtain and to extract meaning from. As a researcher you may have dismissed eye tracking in the past. It is worth another look. Eye tracking 2.0 is:
- Non-invasive
- Good value (it is comparable to running focus groups)
- Productised
More about eye tracking
Conducting research on the assumption that subjects are fully conscious of their visual behaviour (think - aloud testing) interferes with natural behaviour and yields erroneous results. At Think Eyetracking we use the retrospective protocol Post Experience Eye Tracking Protocol or PEEP.
Other think aloud protocols often interfere with cognitive processes during task completion. In contrast, showing a video replay of gaze patterns back to the user after the test while they verbalise their thoughts leads to a greater reporting of usability problems as well as increased success rates in task completion.
Eye movements can reveal hidden cognitive processes; they help predict brand choice and purchasing decisions.
Engaged people often make long fixations: (fixation 5 in the image below - on the spoon - is over half a second).
Confused people often go back and re-read. Look at the concentration of gaze on the deliberating confusing headline in the advert below.
We all have mental models of the world. When we encounter a novel piece of information that does not fit with our mental model we may experience Memory Prediction Failure.
Your optic nerve is capable of passing 10,000,000 bits of information per second to your brain. Use it!
See some examples of the outputs from eye tracking sessions, as well as information about our own industry-leading bespoke eye tracking software, SuperVisual, and how you could license it yourself.
Talk to us to see how Eye tracking 2.0 could help you interact more successfully with your customers. Contact Lizzie, or complete our project request information form and email it to us and we'll find the best solution for you.
Download our project request form (Word doc, 131KB).
Why not browse our case studies to see how eye tracking has been applied to all media.
One of our non-invasive eyetrackers.
- What is a typical eye tracking session like?
- How does the eyetracker work?
- Do people have to wear funny headgear when being eyetracked?
- Can people who wear glasses be eyetracked?
- When should I use it? How will it help me?
- What sample size is necessary?
- Can this approach help us to understand advertising?
- Is it expensive?
- Does it tell us about peoples' emotions?