What is eye tracking?
Eye tracking systems measure eye position, eye movement and pupil size to detect areas of particular interest to the user at a given time. Researchers have developed different algorithms and techniques to automatically track gaze position and direction in different applications. In this way, the eye tracking system started to be used in many industries such as in vehicle simulations or neuromarketing. So what are these eye tracking techniques?
The first method observes volunteers’ eye movements while they are sitting in front of a screen, using an eye tracking device positioned above or below the screen. The brand’s promotional video or any other video that is the focus of the study is often seen using this method.
In the second method, the eye tracker can be adjusted by attaching it to the eyeglasses frames. More research can be done this way. For example, it is sufficient for the customer to put on the glasses before the market tour to learn which aspects of the product they look at and how much importance they attach to them, and to develop their marketing strategies based on these data.
How Eye Tracking Improves Advertising?
Eye tracking lets you see situations from the customer’s perspective. It analyzes eye tracking, product placement, packaging design, advertising or user experience. In addition, it reliably reveals what attracts attention, what influences purchasing behavior, and how consumers interact with your products. This knowledge helps your company become truly customer focused.
The first point businesses should consider is user experience. Poor user experience causes data shortages for businesses. This is therefore a major barrier to product development. Besides, customers who feel upset, perplexed, or disappointed will immediately turn to your rivals. Traditional user testing methods and performance metrics may indicate a problem or obstacle with the product, but do not explain what is causing the problem and how or how to fix it. However, these questions can be answered with eye tracking technique. It lets you learn more about how your product is performing and gives you access to subconscious behaviors and thoughts.
Making estimations and testing the accuracy of these estimations while producing the advertisement design or concept of a product cause both financial and time loss. With the eye tracking technique, you can find out whether your ad attracts the attention of users and to what extent it attracts the attention of consumers in line with your target. You can also test and compare concepts to see which items stand out or which are ignored, how they resonate with your audience, and what impact they have on brand recall and purchase intent. Eye tracking helps you get targeted data from your users by providing live consumer interaction.
Get the most out of your user testing by asking the correct questions.
How do you define the question and goal of your tests?
• Determine how you define the question and objective of your tests. Instead of collecting questions that evaluate the interaction between the product and the user in one place, stay limited to your target questions.
How do you frame each test?
• Choose a test’s framing strategy. Don’t try to find answers to all of your queries or issues at once. So that your tests don’t lose focus or become unnecessarily complex, concentrate on testing just one feature or function at a time.
How do you measure/calculate and report your results?
• Report how you measured/calculated and reported your results. Making your test results measurable will help you benchmark, improve your product, report these improvements, and communicate suggested changes to all team members.