UXFocus

What do we look at and what do we ignore?

Eye Tracking is used to analyse and improve customer and user experience (UX). Simply put, it measures eye activity and helps answer some basic questions:

- What do we look at and what do we ignore?

- How do our eyes react to different stimuli?

Eyetracking technology gathers information and produces a range of maps and metrics click here for more detailed information.

Fileds of Use

UX Marketing Psychology Diagnostics Performance Education

UX and HCI

Eye tracking provides inexorable objective data which reveals user behavior that is caused by usability problems. Evaluation and optimization of user interfaces and user experience. Usability of web sites, mobile applications, smart products, computer games. Orientation in the environment.

Marketing and Customer Behavior

Effectiveness of advertising (video, print and other media). What information, which topics and which kinds of media customers pay attention to. How customers orient themselves in space, in a shop, what they pay attention to, what they don't notice. Packaging design, product visibility.

Psychology and Neuroscience

Visual processes, interaction between eye movements and performance, decision-making processes, attention, memory, language use, problem solving, focusing attention during specific activities. Differences in focusing attention, monitoring social stimuli, cognitive processes. Social interactions in interpersonal relationships.

Developmental Psychology

Researchers use eye tracking to examine the development of perception, cognition, and social-emotional factors from birth to near adulthood. Development of children, properties of social interaction, developmental defects, autism, diagnostics of specific abilities, e.g. cognition, emotions, speech.

Diagnostics

Eye defects, autism, schizophrenia, dyslexia, dyscalculia, developmental defects, social phobias, Rett syndrome, Tourette syndrome and their diagnosis, as well as validation and reliability of methods already in use.

Human Performance

Monitoring of sensorimotor processes of body and eye coordination. Improving performance, comparing beginners and experienced athletes, doctors, mechanics, builders. Problem solving, causes of differences in performance, training and learning. Simulators, such as shooting, football, are often used for research.

Education

What students pay attention to during lectures, teaching materials. Language learning, word comprehension, reading skills, reading disorders, dyslexia, numerical skills, dyscalculia. Classrooms and laboratories are also equipped with this technology so that future employees can learn to use eye tracking in various domains.

FAQ

Is Eye Tracking equal to a Heat map?

No, a heat map is aggregated output of more eye tracking sessions, although useful, it requires comparisons, large samples and does not truly measure your customer’s experience which is rather individual.

Is Eye Tracking quantitative research?

Most of today’s eye tracking research starts with qualitative authentication of concepts but goes much further with in-depth interviews.

Is Eye Tracking the same as a focus group?

Eye tracking is conducted on an individual basis, one participant at a time.

Does Eye Tracking equipment truly reflect behaviour?

Up to date Eye Tracking technology delivers high precision data. Participants can move around freely with no restrictions, ensuring natural reactions of the participants.

Does Eye Tracking require a lab?

All our solutions are mobile which gives UX Focus the capability to operate in any town or country.

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