Eye Tracking

One to One Insight deploys advanced eye tracking technology in coordination with other research tactics to determine customer engagement with pages, interfaces and content.

What is Eye Tracking

Eye tracking is an advanced usability testing technique that uses high precision technology to measure exactly where a user is looking and for how long.

Eye Tracking Process Relates to Many Touch-points Including:

• Webpage
• Email
• Print
• TV screen
• Mobile handset
• interface simulators

At One to One Insight we never use eye tracking in isolation, but as part of study, usually a neuromarketing or usability study. This is because eye gaze is context dependant, so simply asking someone to look at something is meaningless without being placed in a wider framework.

Features and Benefits of Eye Tracking

The data gained from eye tracking may reveal anomalies, such as:

• Back tracking to the same area multiple times
• Inability to find key information or actions
• Inability to decide which of multiple routes to follow
• Looking at unimportant areas before important ones
• Long saccade patterns around the screen which may indicate confusion
• Different demographic groups showing different gaze behaviours

Used to Determine Customer Touch-points such as:

• Why one design works better than another
• Where is best to place adverts, key messages and buttons
• Where on a webpage do users concentrate their attention

How One to One Insight Conducts Eye Tracking

We own 4 Tobii eye trackers; these look just like ordinary computer monitors so are familiar to participants. They are accurate, non-obtrusive, and flexible enough to allow head movement. By measuring infra red light reflection from the pupil, we can measure:

• Fixations: where the eye stops and attention is paid
• Saccades: very quick eye movements where no information can be processed

This allows us to build up a gaze path showing the order in which elements were looked at and for how long. There are also easy to read heatmaps showing areas that were seen and clicked, seen but not clicked, and not seen. We can apply eye tracking to anything that can be put on a screen; web sites, mobile device interface simulators, images and videos.