Sales and Purchasing Lab

Stationary eye tracking is based on the recording of eye movements; it records the fixation of the eye over a certain time period. These fixations are then processed into a path in which the fixation duration is coded. This provides information about the perception and effectiveness of the analyzed information.

Any contents can be displayed on the test monitor, such as

• Images, photos
• animations
• websites
• movies

The eye movements to the elected contents are recorded on another screen.

The eye-tracking system is mainly used in market research and usability research, where it provides a better insight into customer and user behavior.

Special features of eye tracking

• Eye tracking is objective
• Eye tracking offers high accuracy and stability
• Eye tracking provides information about which information is actually taken in from a large number of impressions
  

What do eye-tracking analyses show?

• What customers / users pay attention to
• What contents customers / users ignore
• How long a point is fixed on
• In which order they perceive the selected contents
• How quickly or slowly they can orient themselves

Advantages of our process, procedure

The eye-tracking technology we use offers numerous advantages over conventional systems. The eye-tracking technology we use offers the test person the opportunity to act completely unrestrictedly, as it works without contact. It is not necessary to wear a camera helmet or similar.

Fast and reliable calibration

The eye-tracking system we use offers the possibility of performing a user-defined calibration within 10 seconds.

High accuracy and stability

The system records both eyes, allowing us to ensure high accuracy and stability of the recording.

Mobile eye-tracking makes it possible to carry out tests even in unusual environments. The test subjects wear special eye-tracking glasses for this purpose. The image perceived by the test person is recorded by the glasses. The evaluation video is shown in the first-person perspective, so you can see exactly what the test person perceived using fixation points.

Of course, mobile eye tracking can also be worn during a wide variety of activities. For example, mobile eye tracking is used while driving. Here, the image of the road traffic and the subject's gaze are recorded and can be transmitted live, and a detailed video analysis can be carried out afterwards.

Areas of application for mobile eye tracking

• Usability tests
• Mobile applications
• Shelf tests
• Print media
• Ticket machines, parking ticket machines
• Guidance systems
• Studies in traffic psychology

What are important evaluation parameters?

The time

It is very important how long the test person looked at which point in the picture or, for example, how long they fixated on a certain point.

The focus

The second important evaluation parameter besides time is the focus. Because much more important than how long is often where the respondent looked.

The focus tells you the essential things, such as whether the respondent saw a logo. The time factor then tells you whether they have actually registered it.

Our eye-tracking software enables a variety of evaluation methods.

The focus map

The focus map can be used to illuminate only the field (of) the test person is looking at. The rest of the image remains darkened. The advantage of this method is that you can immediately see where the subject's focus was. However, it does not provide information about how long the subject's gaze was fixed on a particular point of the image. As a result, it is difficult to make statements about the temporal aspect.

The heat map

The heat map makes it possible to combine and display both factors in one evaluation. The fields (of) that were fixated for a very long time are highlighted in red and the fields (of) that were only fixated for a very short time are highlighted in blue.

The area of interest - area analysis

The Area of Interest offers various display options. In one of the variants, boxes are displayed in which it is noted how long the respondent looked at the object, the position of the object in the image and the order in which the respondent looked at the objects.

The scan path

The scan path shows both the progression of the gaze in real time and the numerical enumeration of the gaze sequence. The scan path is mainly used when it is necessary to find out in which order and at what speed the respondent realized the object to be analyzed.