Benefits of eye tracking tests (eye movements tracking)
- 10% of what they've read,
- 15% of what they've heard,
- 25% of what they've seen,
- as much as 50% of what they've received by viewing and listening.
Using sensitive infrared sensors, the eyetracker tracks and records spots at which the computer user looks (gaze points). This helps to identify the areas of the presented material that caught the viewer's eye.
The device resembles an ordinary computer display and can be used without any influence on the behaviour of the test participants. The accompanying analytical tools allow the presentation of the collected data on a time scale, as well as compare and interpret results obtained for individual audience members.
Visual and numerical eye tracking results
The summary of the users' points of gaze may be both numerical and visual:
- summary statistics (e.g. percentage share of users who looked at individual areas),
- gaze plots depicting users' scanning paths, heat maps showing the most eye-catching areas,
- expert's observations.
They help to digest the results of the research quickly and draw conclusions that help both to improve the researched material and design future material
What is worth researching by the eye tracking technique
Symetria specialises in eye tracking research on all visually communicated material, including:
- websites,
- animations, graphics, Internet ads, mailing,
- printed materials: ads, cover pages and press layouts, leaflets,
- business applications.
Interesting conclusions are also generated by the comparative research on different variants of the same material.
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