Market Research and Usability
Advertising and Market Research
Market researchers want to know what attracts people's attention and whether it is good attention or annoyance.
Advertisers want to know whether people are looking at the right things in their ads.
The Eyegaze Systems provide tools to help answer these questions, for both print ads and video mediums.
- Longer term changes in pupil size (e.g. during a session);
- Retail outlets and supermarkets need to know what shelves and which products are catching the shoppers' attention.
- Print advertisers need to know what images or written words potential customers view while flipping through a magazine, how long they stay with an ad, and where their eyes progress.
- Market researchers need to know what packaging grabs attention.
- Web page designers need to know what attracts a viewer's attention and how viewers choose what page to view next, how long they stay on a page, and what they read.
- TV advertisers need to know which images grab the viewers' attention, and which are ignored. Corporations need to know whether viewers notice their logo.
Usability Analysis
Eyetracking systems provide an approach for characterizing a computer user's ocular "behavior" in a way that supplements the measures of performance that can be derived from observations of overt behavior.
Gaze parameters of interest for usability assessments that can be obtained from eyetracking systems include:
- The portion of time that the user spends looking at each region of a particular template (a named set of regions that constitute a given context) while it is active;
- The latency to look at a particular region of a template after it becomes available on the screen; The dwell time (i.e. duration of single looks) on particular regions of a particular template;
- The number of fixations for a given template (i.e. the number of times that the eyes change regions without the user calling up a new screen); Scan patterns (i.e. which regions of a particular template were viewed before or after other regions of that template or other templates); Longer term changes in pupil size (e.g. during a session);
- The frequency/duration of blinking over a specified period of time or when particular templates are active; and
- The latency to blink after a particular template becomes active;