Eye Tracking

Our Philadelphia headquarters include two usability labs equipped with Tobii eyetrackers (T60 and 1750) for evaluating onscreen interfaces such as web sites, applications, wireframes, images, videos, and designs in development. Eye tracking sessions are facilitated by our highly qualified researchers, who have years of experience with this emerging technology-experience necessary to deliver quality results.  Because the eye tracking equipment is portable, evaluations can take place either onsite within our comfortable labs or remotely at any location.

In addition to onscreen interfaces, we can also conduct eyetracking of physical objects and real-world environments such as products, documents, retail displays, television, video games, navigation in public spaces, and more.

In short, we use eyetracking to help determine the effectiveness of a design in meeting business and user goals. Clients that have benefited from this technology include AIG Insurance, Bank of America, David's Bridal, Ford Direct, NBC Universal, Penske, Progressive Insurance, Rite Aid, Rohm and Haas, SunGard, Wyeth Pharmaceuticals.

HOW EYETRACKING WORKS

Eyetracking records where a person's eyes look when attempting to accomplish a task. The eyetracker emits near-infrared light, which is reflected off the participant's eyes and recorded by a high-resolution camera. Through these reflections, the eyetracker can determine exactly where the participant looks and for how long. The eyetracking software presents the eyetracking results through various visualizations and analysis tools, such as heat maps and gaze plots, which provide a compelling illustration of usability problems and successes.

WHY USE EYETRACKING?

Eyetracking can identify issues that participants are unaware of or cannot articulate. The test results provide valuable insight into user behavior, such as:

• What parts of the screen do users notice first?
• Does the design guide participants in accomplishing their tasks?
• What attracts attention? Are there any distractions on the screen?
• What do people read and how much do they read?
• What do people notice and what do they ignore?
• Do users notice new features? Advertising?
• Where should important content and functions be placed?

WHAT IS EYETRACKING USED FOR?

Eyetracking can be used on a variety of projects to evaluate:

• Websites
• Applications
• Images
• Videos
• Computer games
• Control panels
• Paper documents
• Physical objects
• Projection screens
• Products and Packaging
• Retail shelves
• Interaction in real-world environments

Find out more about our experience. Read our Case Studies.