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7 - Du digital au réel, comment mesurer l’engagement du consommateur avec l’eye tracking – Antoine Luu - WUD2014 Use-Age

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Du digital au réel, comment mesurer l’engagement du consommateur avec l’eye tracking – Antoine Luu (Tobii)) Cet atelier a pour but de balayer les différentes possibilités de le méthodologie Eye-tracking pour mesurer le comportement du consommateur à travers les différents points de vente : de la perception d’une publicité dans un magazine, devant la télé, sur un support digital, en passant par le centre commercial, dans le magasin jusqu’aux instants ultimes de l’achat et de l’utilisation. L’atelier vous permettra de tester plusieurs technologies pour évaluer les appareils mobiles (smartphone, tablettes), les usages sur plusieurs supports (magazines, affiches, mobile). Antoine Luu est ingénieur mécanique de formation, est en charge depuis 2007 des activités de Tobii en France. Il intervient auprès des chercheurs universitaires et des sociétés dans le déploiement des solutions d’eye-tracking pour des applications aussi variées que la psychologie cognitive, l’ergonomie, ou les études marketing. Depuis 2013, il est également directeur commercial pour l’Europe. Plus en http://use-age.org/world-usability-day/wud-2014/

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Tobii Eye Tracking Workshop
Du digital au réel, comment mesurer l’engagement
du consommateur avec l’eye trackingdu consommateur avec l’eye tracking
Antoine Luu, MSc, MBA | Team Leader, Central and South Europe
antoine.luu@tobii.com – +33 (0)6 23 51 02 85
Cet atelier a pour but de balayer les différentes
possibilités de le méthodologie Eye-tracking pour
mesurer le comportement du consommateur à travers
les différents points de vente : de la perception d’une
publicité dans un magazine, devant la télé, sur un
support digital, en passant par le centre commercial,support digital, en passant par le centre commercial,
dans le magasin jusqu’aux instants ultimes de l’achat et
de l’utilisation.
L’atelier vous permettra de tester plusieurs technologies
pour évaluer les appareils mobiles (smartphone,
tablettes), les usages sur plusieurs supports
(magazines, affiches, mobile).
AGENDA
En partenariat avec
Avec l’aimable aide de Loïc Balouzat, Ergonome et
Diplômé en Management de Projets Innovants
3
3 ateliers
Test sur un site web sur PC
Test sur une tablette
Test Mobile + Publicité
imprimée dans un « magasin »
WHAT IS « EYE TRACKING » APPLIED FOR?
5
Eye tracking With Eye tracking, the sensors measure where a
participant is looking at
It is used:
To understand human behavior and thinking
Eyes reveal what the user is thinking
For research, design testing and diagnosticsFor research, design testing and diagnostics
To interact with computers and machines
Control machines when hands and voice are not
an option
As a vital element in multi-modal user interfaces
of the future

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7 - Du digital au réel, comment mesurer l’engagement du consommateur avec l’eye tracking – Antoine Luu - WUD2014 Use-Age

  • 1. Tobii Eye Tracking Workshop Du digital au réel, comment mesurer l’engagement du consommateur avec l’eye trackingdu consommateur avec l’eye tracking Antoine Luu, MSc, MBA | Team Leader, Central and South Europe antoine.luu@tobii.com – +33 (0)6 23 51 02 85
  • 2. Cet atelier a pour but de balayer les différentes possibilités de le méthodologie Eye-tracking pour mesurer le comportement du consommateur à travers les différents points de vente : de la perception d’une publicité dans un magazine, devant la télé, sur un support digital, en passant par le centre commercial,support digital, en passant par le centre commercial, dans le magasin jusqu’aux instants ultimes de l’achat et de l’utilisation. L’atelier vous permettra de tester plusieurs technologies pour évaluer les appareils mobiles (smartphone, tablettes), les usages sur plusieurs supports (magazines, affiches, mobile).
  • 3. AGENDA En partenariat avec Avec l’aimable aide de Loïc Balouzat, Ergonome et Diplômé en Management de Projets Innovants 3
  • 4. 3 ateliers Test sur un site web sur PC Test sur une tablette Test Mobile + Publicité imprimée dans un « magasin »
  • 5. WHAT IS « EYE TRACKING » APPLIED FOR? 5
  • 6. Eye tracking With Eye tracking, the sensors measure where a participant is looking at It is used: To understand human behavior and thinking Eyes reveal what the user is thinking For research, design testing and diagnosticsFor research, design testing and diagnostics To interact with computers and machines Control machines when hands and voice are not an option As a vital element in multi-modal user interfaces of the future
  • 7. Analysis markets and applications Market research Tobii products are used to measure consumer responses to: Print ads TV commercials Web advertising Package design Shelf placement User experience testing Tobii products are used to evaluate usability of: Websites Software Computer games Mobile devices Other physical products Psychology & vision research Tobii products provide insights into human behavior & vision in: Cognitive psychology Developmental psychology Psycholinguistics Media psychology & HCI Neuropsychology Mental health disorders Ophthalmology 11/14/2014 Copyright Tobii Technology AB 7
  • 8. Eye Tracking in the Lab Laptop TV set Desktop / Monitor 8 Ticket machine Tablet / Smartphone Video projector
  • 9. Eye Tracking in Real Life
  • 10. >700 scientific articles, tagged by keywords and research domains https://www.zotero.org/groups/tobii_eye_tracking_references/i tems/ Masterclass in October 29+30 2014 in Sweden : Academic References Masterclass in October 29+30 2014 in Sweden : http://bit.ly/1ms90Xu EyeTrack Behavior conference (Sept 11) in the US Tobii has been the fastest growing Eye Tracking company in the Academic field (based on the number of publications populated from 2005 to 2012) – please ask us for references or visit http://www.tobii.com/en/eye- tracking-research/global/research/
  • 11. WHO IS TOBII ? 11
  • 12. Swedish Founded, 2001 Organization >650p >100p in R&D Tobii The Global Leader in Eye Tracking >100p in R&D Business units Analysis – Research, Marketing, Usability Healthcare AAC Consumer Electronics – Interaction Worldwide presence. Technical contact in All major languages www.tobii.com
  • 14. 3 business areas Tobii is a high-tech product company with three focus areas Behavior Analysis Assistive Technology for handicapped people Future Technologies for Integrated Systems applications (Automotive, Medical, Gaming, ...)
  • 15. Tobii Mission Statement at the Analysis division Add Values to your Research by bringing solutions centered on eye-tracking at every step of the process 15
  • 16. Eye Tracking is not only a technology Hardware, Software… … but it is above all a methodology based on human behavior It is alos a solution to Assist in Communication It will be in our everyday life for Computing,Gaming, Driving 16
  • 17. A BIT OF TECHNOLOGY… 17
  • 18. Application specific eye tracking device MOBILE Hi-speed 300Hz AAC Analysis OEM 300Hz VERSATILE
  • 19. Tobii Studio, intuitive & powerful software From scenario to data analysis Various types of objects Questionnaires & segmentation Retrospective think-aloudRetrospective think-aloud Qualitative visualisation tools Video replay Heatmaps Scan path Quantitative reporting Statistics over Aeras of Insterests Data export 19
  • 20. Eye tracking & Biometric 20
  • 21. Software Development Kits SDK types For Analytics For Eye Interaction/control Analytics SDK : for Human Factor analysis projects Interaction EyeX Engine : for Interaction (Gaze Controlled) applications 21
  • 23. Tobii X2, versatile, portable, robust & accurate Laptop TV set Desktop / Monitor 23 ATM Ticket machine Tablet / Smartphone Video projector
  • 24. Tobii X2 : solution for Mobile Device Testing Video here : http://www.tobii.com/fr/eye-tracking- research/global/products/hardware- 24 accessories/mobile-device-stand-X2/
  • 25. Using a Tobii T60 + Retrospective Think Aloud (RTA) Saccades between price and schedule, eye tracking illustrated the KLM Royal Dutch Airlines schedule, eye tracking illustrated the inefficiency Online reservations increased dramatically after eye tracking tests. 30% more users proceeded from searching to actually booking flights in the new version. 11/14/2014 25Copyright Tobii Technology AB
  • 26. Holiday Autos Objectives: understand high bounce rate, too long time to complete order, complaints Learnings Unnoticed promotions Use of colors confusedUse of colors confused Actions Color change Progression box Underline 2nd & 3rd upgrade options Immediate results +20% conversion rate -66% Time to order
  • 27. Online Banner Evaluate Online banner & positionning Eye tracker located in a pub/bar to collect more data/recruit more 27 data/recruit more respondents Results Red Version performs better than blue on the top (x2.3 more observation for the top, 22% for the red) Use the Blue to contrast in the bottom part
  • 28. Ginza – online payment of Media online store Objectives: understand the check-out & payment process complaints How users buy multiple items 28 Learnings Results +18% in bill payment Users purchased more items
  • 29. Spotify Objectives Evaluate HP & Application 1st time user, payment process 29 process Learnings Terminology used confused users Different subscriptions offer were unclear 30% of user were confused between App et Web HP
  • 30. EYE TRACKING METHODOLOGY, CONCLUSION 30
  • 31. How to decide which device to use? Type? Brand? Accuracy/Precision? From eye trackers… Accuracy/Precision? Sampling rate? Weight? Budget? 31
  • 32. Eye tracking is above all a method for behaviour (and vision) studies A structured approach …to eye tracking A structured approach knowledge in psychology. Hypothesis, protocol, analysis Iterative It is not just a set of sensors 32
  • 33. Populate the main questions? (objectives) Emit assumptions (hypothesis) Determine the metrics to qualify / quantify them (and their values) Design possible scenario to confirm/infirm our hypothesis How to design an Eye Tracking Project? Design possible scenario to confirm/infirm our hypothesis Which Eye tracker? Who and how many people, where? Conduct the data collection Extract and consolidate the data Analyse …Iterate 33
  • 34. ZOTERO Tobii database : >700 scientific articles, tagged by keywords and research domains References, Articles research domains https://www.zotero.org/groups /tobii_eye_tracking_reference s/items/ Free webinars on Introductive Usage Specific (Web UX testing, Autism, Smartphone/tabler) Advanced topics (biometric measure, fixation filters, synchro, SDK)
  • 35. Looking Forward… antoine.luu@tobii.com +33 (0)6 23 51 02 85 Application Market Eye Tracking et Eye Control eyetracking.me | by Tommy Strandvall @EyeTrackFrance Tobii Eye Tracking France Tobii Eye Tracking Chaîne Tobii Eye Tracking 600 références / publications sur les recherches avec l’Eye-Tracking Tobii Eye Tracking France
  • 36. Thank you for your attentionThank you for your attention LookingLooking ForwardForward www.tobii.comwww.tobii.com