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Surprise! Eye Tracking Shows Men Look at Women and Men

August 21, 2010 by dbrendant at 9:00 am
Men look at Men too

A post on the blog Think Eye Tracking discusses something they’ve learned about research results: people don’t always tell the truth. They set out to create a test showing how it can happen and, more importantly, how eye tracking can be used as a window into people’s subconscious thought processes.Think Eye Tracking performed an experiment showing two images side by side, one depicting a male in a tight pair of swim trunks and the other a female in a bikini. Study participants donned an … [Read more...]

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Key Benefits of Eye Tracking

August 14, 2010 by dbrendant at 9:00 am

Eye tracking can be a useful tool in measuring and understanding user experience for a website. A post from earlier this year at Cxpartners.co.uk, broke down some key elements and uses for eye tracking.First off, you see what the user sees. It sounds simple, but the ability to see what the user sees can bring another dimension in understanding how a design is performing. Are the elements you were hoping would be seen, being seen? And are they being understood? When are these elements first seen … [Read more...]

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How Do You Know Which Eye Tracking Metrics To Use?

August 13, 2010 by dbrendant at 9:00 am
Confusion

As we’ve mentioned before, eye tracking comes at a price – often a high price. Cost prohibitive eye tracking solutions for usability have made for a lot of legitimate questions asking if eye tracking is truly worth it. But let’s assume you’ve bought into the idea that eye tracking is useful, and by some means, be it private or public funding, equipment donation, or cheaper alternatives like DIY eye tracking, you have an eye tracker to work with.A recent post touches on the immense amount … [Read more...]

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Eye Tracking and Usability: Which Metrics Are Valuable?

August 12, 2010 by dbrendant at 9:00 am
Multiple Eye Tracking Metrics

A few articles we’ve recently done at Eye Tracking Update have focused on the cost and effectiveness of eye tracking for usability studies. There’s a lot of debate on the subject of course, but assuming you’ve decided that eye tracking works for you, you may be somewhere along the lines of choosing which metrics to use. Or maybe you’re not choosing, but thinking you need to see all of them in order to gain insight into how a user uses a website.Well, as we’ve written in some of our … [Read more...]

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What Eye Tracking Could Do For You

August 11, 2010 by dbrendant at 10:41 am
Internet marketing

In a recent article we discussed further what eye tracking is good for. With a lot of naysayers still voicing legitimate concerns, it’s important to note eye tracking’s value, even if it comes at a high price. There are a number of companies working on more affordable (dare we say – cheap) products, but unless you’re looking to do it yourself, chances are you’re paying a pretty penny for an eye tracker or to a consulting firm with expert knowledge.It’s important to note that, while … [Read more...]

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Shocking Revelation: Eye Tracking Has Problems

August 10, 2010 by dbrendant at 9:17 am
confused

With more than a few articles under our belt on the strengths of eye tracking, we thought it might be interesting to point out some of the limitations of eye tracking. We’ve mentioned in previous posts that eye tracking can provide insight into the usability of a website, but without supplementary effort, the data gleaned from eye tracking is just that – data.Knowing what to do with that data is the key, and there’s not one easy answer for your usability or design problems when it comes … [Read more...]

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Is Eye Tracking for Usability Studies Worth the Trouble?

August 9, 2010 by dbrendant at 9:00 am
Internet Browsing

Despite many advancing eye tracking technologies, there are still naysayers that continually challenge the industry with fair questions. One question: Is eye tracking worth it?It’s easy to get excited about eye tracking and the ability to see where people look while they're using a website. It sounds like an incredible opportunity to gain insight into the user experience and a window into what the user is thinking. Eye tracking, of course, is quite expensive when not done in a DIY manner, and … [Read more...]

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How Do You Measure the Value of Eye Tracking?

August 8, 2010 by dbrendant at 9:00 am
cost of eye tracking

We recently wrote an article touching on some of the limitations of eye tracking. There are more. Of course, nothing is perfect, and many naysayers have legitimate concerns when it comes to eye tracking in the realm of usability. Most of these limitations are based around usability studies, which is certainly what most think about when they hear the phrase eye tracking. Usability consulting firms have seen success, convincing many designers that their website isn’t effective for this or that reason. … [Read more...]

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What Has Eye Tracking Taught Us About Criminal Identifications?

August 3, 2010 by dbrendant at 9:00 am
Criminal Lineup

Researchers have now been using eye tracking for more than a century. This may be surprising to some but a quick look around web and you can see just where and when it started to show up. It’s led to numerous discoveries providing insight into how we think and feel. As a recent publication puts it, eye tracking has investigated a range of topics – not just the usability studies we see more and more of these days, but others such as the effect of weapon exposure, visual attention in anti-social … [Read more...]

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Mastering Eye Tracking Web Usability Metrics

June 25, 2010 by dbrendant at 9:00 am

No doubt that by now you’ve read much of the debate about eye tracking for usability studies, whether it’s effective, whether it’s affordable, whether or not it actually works. Some say that eye fixations don’t necessarily translate to attention or even understanding of a website’s layout. Then of course, there are supporters of eye tracking, some saying it’s entirely useful and others that argue for it’s use as a more supplementary tool, to be used in collaboration with other, more … [Read more...]

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