How does eye-tracking work?
Eye-Tracking allows us to record the gaze-movements of a person. The gaze movements are recorded together with the screen-pictures. Different kind of media can be shown on the monitor:
- static pictures
The eye-tracking system helps you to get a more detailed view of the user behaviour. Many of the human gaze movements are not directly controlled by the consciousness. In the field of usability and marketing research eye-tracking observations help you to get a better understanding of your users needs and behaviour.
Range of use
- usability testing
- marketing studies of websites, banners, advertisments
- research studies in the field of Human Computer Interaction (HCI)
We use various eye-trackers that are suited for eye-tracking of computer screens, mobile devices, projections on the wall and similar. Since the test participants do not have to wear a camera helmet, they can act more natural and undisturbed.
- participants can act free and natural
- quick calibration is possible
- variable data visualization
Usability testing with the help of eye-tracking
In addition to the qualiatitve study, the gaze movement of the test participants is recorded. Eye-tracking can help us to find out:
- which parts of a site a participant notices
- which parts of the site a participant ignores
- in which order site elements are perceived
- how long the fixation duration of certain parts is compared to other parts or objects
- if user orientation is made hard or easy