My Presentation during UX World 2017. How unconscious decisions effect your product's usability and how to measure them.

1. Unconscious,
Eye Tracking & Tigers
UX WORLD SINGAPORE 2017

2. RESEARCH
STRATEGY
UX
TECHNOLOGY
DESIGN
DATA
PMO
EYE TRACKING
SCIENCE
EYE
TRACKER
SALES
TRAINING
RECRUITMENT

3. SOME OF OUR CLIENTS

4. SOMETHING DIFFERENT
https://www.youtube.com/watch?v=s77BFg2zquY
We’ve worked with Saatchi to produce a
creative TV advertisement with Tobii
Glasses.

5. RESEARCH
RECRUITMENT

6. Participant recruitment
services for your research
studies
Recruitment via social
networks and our recruiting
website, researchnet.com.sg
Rigorous screening to ensure
the right participants for
research
RESEARCH NETWORK SINGAPORE

7. INTRODUCING HAYSTACK
Fresh participants over time
100 times greater reach compared
to traditional panels
The biggest data set on human
behaviour ever created

8. social networks know more about you
than your own family and friends
Name
Gender
Birthday
City of birth
City of residence
Phone
Relationship
Anniversary
Previous relationships
Previous names
Screen names
Family members
Religious views
Address
Credit card details
Website
IP address
Email address
Sexual preferences
Current employment
Previous employmentJob duration
Languages spoken
Political views
Friends
Groups joined
Networks joined
Comments liked
Favourite activities
Advertising interacted with
Articles commented on
Profiles interacted with
Events attended
Surveys filled out
Locations accessed
Places visited
Sports teams supported
People hung out with
Events friends are attending
Major life events
Level of online engagement
Current mood
Books read
Movies seen
Food eaten
Video games played
Apps downloaded
Food currently eating
People inspired by
Exact geo-location
Bands liked

9. AN INSTANT SUCCESS
We have found the best participants for:

10. FACES & US

11. More than two decades ago,
Diana Duyser of USA,
received a religious message
through an unlikely medium.

12. a grilled cheese sandwich,
she had made herself

13. “I saw a face looking up at me;
it was the Virgin Mary staring
back”

19. in primeval times,
it would be good to
be very sensitized
to tigers

20. in primeval times,
it would be good to
be very sensitized
to tigers

25. Let’s design
a perfect advertisement
for an awesome company

28. Awesome Company

29. Awesome Company
Probably
the best!

30. Awesome Company
Probably
the best!

31. Awesome Company
Probably
the best!

33. We can test 2+ images
to see which works better

36. .. or we can test an image
on 2 personas

39. What happened to
the cheese sandwich?

40. eventually, she sold it
for 28,000 USD

41. EYE TRACKING

42. WHY EYE TRACKING?
Eye Tracking is a neuromarketing tool which provides valuable
insights into how people view and interpret visual stimuli.
It helps to understand human behaviour in a very unobtrusive way.
It provides
• Clear additional insights into behaviour
• Very visual results for better understanding, pparticularly by
management
Adding Eye Tracking to your usability testing, market research or
shopper research uncovers insights into the unconscious, that
can’t be gained as quickly and easily with any other research
method

43. HOW WE PROCESS THE INFORMATION?
CONSCIOUS LEVEL
UNCONSCIOUS LEVEL
HUMAN RECALL
VISUAL BEHAVIOUR
CONVENTIONAL METHODS
EYE TRACKING

44. EYE TRACKING
STATE-OF-THE ART TECHNOLOGY
Objective Experience is a Licensed Partner of Tobii Eye
Tracking.
Tobii eye trackers are preferred by many respected
universities for their precision and reliability in both
academic and business research.

45. TOBII PRO GLASSES 2
EYE TRACKING ON THE GO

46. MOBILE APP TESTING
With eye tracking we can see clear differences in
ability that might not be apparent without eye
tracking.

47. IN HOME MOBILE APP TRACKING -
QUANT/QUAL

48. IN HOME TRACKING
TV
Phone
Family/Partner
Other
Across both samples, the TV takes up the largest percentage of gaze time, followed by phone
Females displayed more attention on family/partners!

49. LIVE SHOPPER STUDIES
Eye tracking allows us to explore unconscious
reactions during the purchase experience.
Particularly where cross-platform considerations
are important.
You can record and analyse the eye movements
during the in store journey in retail environments, to
gain customer insights.

51. DIGITAL APPLIANCE TESTING
Real world products can be
tested with eye tracking. Most
important with prototypes of
interactive panels and mobile
connected interactions.

52. EYE TRACKING
TOMORROW

53. VR AND MR EYE TRACKING
We can create virtual environments to
understand where exactly our users
focussing on.

55. We have come
a long way…

56. ARIF CEMIL OZCANLAR
GENERAL MANAGER
e: cemil@objectiveexperience.com
Thank you!