No, But Really, Do I Need Eye Tracking?

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User Centric is now a part of GfK! Read about our eye tracking services by visiting http://www.gfk.com/solutions/ux/eye-tracking/Pages/Eye-tracking.aspx

It’s a well-known fact that eye tracking can provide some interesting insight into how people process information. But how can user experience professionals determine if eye tracking is indeed a useful addition to their studies? Our complimentary webinar, “No, But Really, Do I Need Eye Tracking?,” addressed this subject by discussing the benefits of eye tracking and the proper application of the method.

During the webinar, Aga Bojko, VP, User Experience, spoke candidly about when to use and, perhaps more importantly, when not to use eye tracking. Bojko described both qualitative and quantitative types of findings that can be obtained with eye tracking research, and explained how to decide whether or not stakeholders benefit from this method. This presentation outlines example situations in which eye tracking is most effectively utilized, from determining the ease of new drug label differentiation from existing labels to evaluating which package design will be most effective on a shelf.

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No, But Really, Do I Need Eye Tracking?

  1. 1. No, But Really, Do I NeedEye Tracking? PRESENTER: Aga Bojko Associate Director User Centric, Inc. @agabojko #uxlunch MODERATOR: Pamela Stoffregen-Gay Sr. Marketing Manager User Centric, Inc. @UserCentricInc
  2. 2. Focus of This Talk 2
  3. 3. The “So What” Problem 3
  4. 4. The “So What” ProblemThis Happens All Too Often… UX I want an eye tracking OK… But what are the I want to know where people study. study objectives? are looking! 4
  5. 5. The “So What” ProblemThere Is a Problem Here UX I want an eye tracking OK… But what are the I want to know where people study. study objectives? are looking! not an acceptable research objective 5
  6. 6. The “So What” ProblemWhile Eye Tracking Can Tell Us…what grabs users’ attention…what they find interesting… 6
  7. 7. The “So What” ProblemWhile Eye Tracking Can Tell Us… how users make decisions… what search strategies they use… 7
  8. 8. The “So What” ProblemSo What? 8
  9. 9. The “So What” ProblemWe Conduct Research to Inform Decisions we don’t need interesting insight 9
  10. 10. The “So What” ProblemWe Conduct Research to Inform Decisions we need actionable insight 10
  11. 11. The “So What” ProblemHeatmaps Won’t Magically Tell You What to Do 11
  12. 12. The “So What” ProblemSo What? actionable = useful 12
  13. 13. Actionable Eye Tracking Insight 13
  14. 14. Actionable Eye Tracking Insight Types of Eye Tracking Insight ACTIONABLE INSIGHT used to inform eye tracking can decisions generate QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. k differences between stimuli or between a stimulus and benchmarks. How is this actionable? Knowing what in How is this actionable? It helps decide the interface caused a problem makes which stimulus to choose or if the recommendations more specific. stimulus is “good enough.” Detecting and Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems 14
  15. 15. Actionable Eye Tracking Insight Qualitative Eye Tracking Insight ACTIONABLE INSIGHT eye tracking can generate QUALITATIVE INSIGHT why did QUANTITATIVE INSIGHT Eye tracking can help explain how a participants clicktracking can help measure Eye usability problem occurred. on the wrong link? between stimuli or between differences a stimulus and benchmarks. How is this actionable? Knowing what in How is this actionable? It helps decide the interface caused a problem makes why did it takewhich stimulus to choose or if the them recommendations more specific. stimulus is “good enough.” so long to find this information? Detecting and explaining they fail why did Measuring MeasuringExplaining known oranticipated problems to understand performance-related unanticipated attraction-related differences differences something? problems 15
  16. 16. Actionable Eye Tracking Insight Qualitative Eye Tracking Insight ACTIONABLE INSIGHT eye tracking can generate QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. differences between stimuli or between a stimulus and benchmarks. How is this actionable? Knowing what in How is this actionable? It helps decide the interface caused a problem makes which stimulus to choose or if the recommendations more specific. stimulus is “good enough.” Detecting and Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems 16
  17. 17. Actionable Eye Tracking Insight Qualitative Eye Tracking Insight ACTIONABLE INSIGHT eye tracking can generate QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. k differences between stimuli or between a stimulus and benchmarks. How is this actionable? Knowing what in How is this actionable? It helps decide the interface caused a problem makes which stimulus to choose or if the recommendations more specific. stimulus is “good enough.” when previous testing showedand problem Detecting a Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems 17
  18. 18. Qualitative Eye Tracking Insight Affiliates Affiliates Target: State Target: State Bojko, A. (2006). Using Eye Tracking to Compare Web Page Designs: A Case Study. Journal of Usability Studies, Vol.1, No. 3. Actionable Eye Tracking Insight18
  19. 19. Qualitative Eye Tracking Insight Affiliates Target: State Bojko, A. (2006). Using Eye Tracking to Compare Web Page Designs: A Case Study. Journal of Target: Affiliates Usability Studies, Vol.1, No. 3. Actionable Eye Tracking Insight19
  20. 20. Actionable Eye Tracking Insight Qualitative Eye Tracking Insight ACTIONABLE INSIGHT eye tracking can generate QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. k differences between stimuli or between a stimulus and benchmarks. How is this actionable? Knowing what in we don’t know what How is this actionable? It helps decide the interface caused a problem makes problems we will which stimulus to choose or if the recommendations more specific. encounter but we is “good enough.” stimulus want to use eye tracking just in Detecting and case it can help us Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems 20
  21. 21. Actionable Eye Tracking Insight Quantitative Eye Tracking Insight ACTIONABLE INSIGHT formative eye tracking can summative studies generate studies & W. Albert, Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics. Morgan Kaufman. *Bojko, A. (2008). Measuring the Effects of Drug Label Design and Similarity on Pharmacists’ Performance. In T. Tullis QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. k differences between designs or between a design and benchmarks. How is this actionable? Knowing what in How is this actionable? It helps decide the interface caused a problem makes which design to choose or if the design recommendations more specific. is “good enough.” new Detecting and Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems existing* 21
  22. 22. Actionable Eye Tracking Insight Quantitative Eye Tracking Insight ACTIONABLE INSIGHT eye tracking can generate QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. k differences between stimuli or between a stimulus and benchmarks. How is this actionable? Knowing what in How is this actionable? It helps the interface caused a problem makes search efficiency which stimulus to choose or ifdecide the recommendations more specific. ease of info processing stimulus is “good enough.” cognitive workload Detecting and Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems 22
  23. 23. Actionable Eye Tracking InsightMeasuring Performance e.g., will the new drug label be easy to distinguish from the existing labels? 23
  24. 24. Actionable Eye Tracking InsightMeasuring Performance e.g., will the redesigned layout make information easier to find & compare? 24
  25. 25. Actionable Eye Tracking InsightMeasuring Performancee.g., is the information onthe patient insert as easyto understand as on thecompetitor’s insert? 25
  26. 26. Actionable Eye Tracking InsightMeasuring Performance e.g., does the new GPS lower the driver’s mental workload as compared to the existing system? 26
  27. 27. Actionable Eye Tracking Insight Quantitative Eye Tracking Insight ACTIONABLE INSIGHT eye tracking can generate QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. k differences between stimuli or between a stimulus and benchmarks. How is this actionable? Knowing what in attention How is this actionable? It helps decide the interface caused a problem makes which stimulus tointerest the choose or if recommendations more specific. stimulus is “good enough.” emotional arousal Detecting and Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems 27
  28. 28. Actionable Eye Tracking InsightMeasuring Attraction e.g., which page location will make our ad most visible? 28
  29. 29. Actionable Eye Tracking InsightMeasuring Attraction e.g., which one of the ad designs will create the most interest? 29
  30. 30. Actionable Eye Tracking InsightMeasuring Attraction e.g., which shelf location is best for our product to be noticed? 30
  31. 31. Actionable Eye Tracking InsightMeasuring Attraction e.g., which package design draws the most interest to the important product information? 31
  32. 32. Actionable Eye Tracking InsightMeasuring Attraction 32
  33. 33. Actionable Eye Tracking Insight Types of Eye Tracking Insight ACTIONABLE INSIGHT eye tracking can generate QUALITATIVE INSIGHT QUANTITATIVE INSIGHT Eye tracking can help explain how a Eye tracking can help measure usability problem occurred. k differences between stimuli or between a stimulus and benchmarks. How is this actionable? Knowing what in How is this actionable? It helps decide the interface caused a problem makes which stimulus to choose or if the recommendations more specific. stimulus is “good enough.” Detecting and Measuring MeasuringExplaining known or explaining performance-related attraction-relatedanticipated problems unanticipated differences differences problems 33
  34. 34. Actionable Eye Tracking InsightEye Tracking Measures www.usercentric.com/webinars 34
  35. 35. Do I Need Eye Tracking? 35
  36. 36. Do I Need Eye Tracking?Hmmm… 36
  37. 37. Do I Need Eye Tracking?Back to Our Story… should I be using eye tracking? UX I want an eye tracking What are the study I want to know where people study. objectives? are looking! 37
  38. 38. Do I Need Eye Tracking?Aga’s Decision Tree 38
  39. 39. Do I Need Eye Tracking?Question 1: Actionable Insight? will eye tracking generate ACTIONABLE should I be INSIGHT addressing my using eye STUDY OBJECTIVES? tracking? yes no will eye tracking provide MORE INSIGHT than stop cheaper and faster methods? Or you will run into the yes no SO WHAT problem, the biggest crime in eye tracking research. does my study require go methodological TRIANGULATION? yes no does my study need increased ATTENTION go & BUY-IN from stakeholders? yes no go stop 39
  40. 40. Do I Need Eye Tracking?Question 1: Actionable Insight? will eye tracking generate ACTIONABLE should I be INSIGHT addressing my using eye STUDY OBJECTIVES? tracking? yes no e.g., study goal: to will eye tracking provide understand what new MORE INSIGHT than cheaper and faster stop app features would enhance the experiencee.g., study goal: to determine if methods?new drug labels are easily no yesdifferentiated from existinglabels does my study require go methodological TRIANGULATION? yes no does my study need increased ATTENTION go & BUY-IN from stakeholders? yes no go stop 40
  41. 41. Do I Need Eye Tracking?Question 2: Better than Simpler Methods? will eye tracking generate ACTIONABLE should I be INSIGHT addressing my using eye STUDY OBJECTIVES? tracking? yes no will eye tracking provide MORE/BETTER stop INSIGHT than cheaper and faster methods? yes no e.g., when assessing the efficiency of a new site layout, go e.g., which package does my study require methodological time on task could suffice design TRIANGULATION? will draw more attention? no yes does my study need increased ATTENTION go & BUY-IN from stakeholders? no yes go stop 41
  42. 42. Do I Need Eye Tracking?Question 3: Triangulation Required? will eye tracking generate ACTIONABLE should I be INSIGHT addressing my using eye STUDY OBJECTIVES? tracking? yes no will eye tracking provide MORE/BETTER stop INSIGHT than cheaper and faster methods? yes no e.g., when assessing the efficiency of a new site layout, time on task could suffice does my study require go methodological TRIANGULATION? triangulation = validation of data yes no through cross-verification from multiple sources (methods) does my study need increased ATTENTION go & BUY-IN from stakeholders? yes no go stop 42
  43. 43. Do I Need Eye Tracking?Question 4: Buy-In Needed? will eye tracking generate ACTIONABLE should I be INSIGHT addressing my using eye STUDY OBJECTIVES? tracking? yes no will eye tracking provide MORE/BETTER stop INSIGHT than cheaper and faster methods? yes no does my study require go methodological TRIANGULATION? yes no does my study need increased ATTENTION go & BUY-IN from stakeholders? yes no go stop 43
  44. 44. Final Words 44
  45. 45. Final WordsKey Takeaways avoid the SO WHAT problem by gathering only actionable eye tracking findings use eye tracking to inform decisions – not just because it’s interestingeye tracking can help eye tracking can be usedexplain how a usability to quantitativelyproblem occurred (and compare designs (toinform design decisions) make business decisions) 45
  46. 46. Final WordsKey Takeawaysuse it to use it toquantify quantifyperformance attractionuse the simplestmethod to addressobjectives unlesstriangulation is needed it’s OK to use eye tracking to get stakeholders excited… as long as it also provides actionable insight 46
  47. 47. Final WordsKeep In Touchrosenfeldmedia.com @agabojko @UserCentricInc get a discount 47

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