Keeping It Real While Thinking Aloudensuring Credibility Of Eyetracking Usability Studies Employing Think Aloud Method

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A presentation from a Tobii user meeting back in 2007 talking about using think aloud protocols during testing.

A presentation from a Tobii user meeting back in 2007 talking about using think aloud protocols during testing.

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  • 1. „ Keeping it real” while thinking aloud Ensuring credibility of eye-tracking usability studies employing think aloud method. Tobii User meeting, 2007-04-18
  • 2. Agenda
    • About Symetria
    • Think aloud method
    • Misconceptions about eyetracking
    • Problems with eyetracking in think aloud studies
    • Context of situations as an important analysis factor
    • Concept of checkpoints
  • 3. About Symetria Usability E-marketing Media buying Usability evaluation User-Centered Design Eyetracking analysis (layouts, ads) Usability consulting Marketing communication on the Web Web campaigns E-mail marketing Market analysis Media planning Ad production Media buying Monitoring Design & planning Production & promotion Broadcasting
  • 4. Think aloud as conducted by Symetria
    • Trunk test :
      • What is this site?
      • What is it for?
      • What is your first impression?
    • Tasks :
      • The more users talk, the better
      • User can stop and explain
      • No heavy time pressure
      • Task fulfillment levels as usability measures
  • 5. Eyetracking misconceptions
    • Eyetracking results can be obtained by simply summarizing data for each page
    • Every piece of data is important
    • The more data gathered, the more accurate the results
  • 6. Eyetracking & think aloud convergence – problems Result analysis errors User specific problems Speech and gaze correlation
  • 7. Eyetracking & thinking aloud convergence – problems
    • Speech and gaze correlation
      • Users tend to look at the elements they are describing, influencing the results
      • Questions asked influence reactions – this is not always intended
  • 8. Eyetracking & thinking aloud convergence – problems
    • User specific problems
      • Overeager users – concentrate too much on talking
      • Distractible users – forget about the task,
      • Tendency to describe the page element by element
  • 9. Eyetracking & thinking aloud convergence – problems
    • Result analysis errors
    • Summarizing data without inspecting the context
    • Mixing gaze data for different types of activities
    User describes User operates page screen actions reactions task 1 task 2 task n
  • 10. Eyetracking misconceptions corrected
    • Eyetracking is only a tool enhancing the study
    • Gaze data cannot be summarized without analyzing the context
    • It is not important to track the whole study, but specific moments
    • Users that concentrate on talking make results unreliable
  • 11. „ Keeping it real” during the study
    • Don’t push users to talk
    • Ask users to describe their reactions , not their actions
      • The recording is enough to understand what happened
      • It is not important for user to know why he/she did something
    • In case of overeager users, suggest concentrating on the tasks
    • Plan ahead what questions to ask on pages which will be analyzed
  • 12. Planning eyetracking analysis for thinking aloud studies
    • Typical situations can be distinguished for each task
    • Online store – user looks for a 2GB mp3 player :
      • Home page
      • Recommended buyings
      • Product description
      • Product list
      • Another Product description
      • Shipment info
      • Product description
      • Shopping cart
      • Checkout
  • 13. Concept of checkpoints
    • An instance of user interaction with a page/type of pages that happens in a specific context defined before the study
    • Example:
    • „ Product list page” checkpoint
        • Type of checkpoint: task fulfillment
        • Purpose of interaction: user is looking for a mp3 player
        • Condition: User is seeing a product list for the first time
        • Hypothesis: user looks at text labels rather than icons
  • 14. Types of checkpoints
    • Free interaction checkpoints:
      • Home page
      • Products page
    • Task fulfillment checkpoints:
      • Registration form
      • Product description
    • Question-response checkpoints:
      • What page is currently displayed?
      • How would you go around contacting the site’s owner?
  • 15. Conclusion
    • Plan situations in which eyetracking data will be comparable between the users
    • Plan questions to ask
    • During the study, look for situations identified before
    • Don’t summarize results automatically
  • 16. Thank you for your attention Wojtek Chojnacki [email_address]