Eyetracking - face-to-face depth interview tool

We have used eyetracking on its own and in combination with depth interviews because of the extra value and insights it can generate in understanding how people view and understand websites.

Eyetracking monitors conscious and unconscious gaze movements of a viewer. It helps achieve a detailed understanding of what and how they are viewing website content. An important element of the process is highlighting what has NOT caught their attention; this can be more important and provide more learning than what has caught their attention.

The technology we use is relatively unobtrusive. Very low levels of infrared light are shone from the camera into the eye, allowing us to lock onto the corneal reflex and the pupil. The camera then records where the eye is looking.

Having tracked the eye’s movement we then use Lookzones to work out the amount of time a group of subjects spend looking at defined areas. It is important that we have an understanding of why respondents spend different amounts of time viewing different parts of the page so we can make informed recommendations.