Eyetracking is the process of measuring the motion of an eye, it is an usability method in the field of the first impression research and the perceiving of individual elements. It will show You on which parts of Your interface the users look and pay special attention to.

What is eyetracking?

Eyetracking consists in measuring the cognitive processes of perceiving - the most natural and basic ones. It works on both plain and concealed processes of our awareness.

Thanks to this method we determine where exactly is the user looking while browsing through Your product or advertisement. The research is proceeds independently from the movements of computer mouse which are very often controlled by us, the motions of an eye however are autonomous and unimpeded. That is why the method is a competent measure of visual usability.

Why is it worth using Eyetracking?

Thanks to this method we can focus on the effectiveness and efficiency index of the visual communication of website elements and modules. It is a perfect way of identification of those website parts which draw the attention of the user as well as those who are ignored - we can compare by percentage the areas defined by us as noticeable or omitted. As an addition to that we analyse the basic strategies of perceiving of a researched website by the user and we check their effectiveness.

How does Uselab do that?

Eyetracking researches are conducted in the areas such as: the internet, outdoor advertisements, graphic creations, TV and multimedia projects, urban spaces analyses.

The research, as all quality researches conducted by UseLab, takes place in Warsaw, in the laboratory. The researches are conducted in sterile, identical conditions, by psychologists educated in the field of Social Psychology of Internet and Communication.

The whole process is done with the help of the research device Eyetracker Tobii T120 HZ-.The research is recorded (both video recording of the computer mouse movements, eye motions, face of the user and audio recording of the conversation between the user and the moderator). There is a possibility of the remote observation of the research thanks to on-line streaming, and personal participation in the research as an observatory.

On the basis of our own experience as well as the researches conducted in USA (RealEyes, 2008 - link) we recommend the number of the researched people in the group to be at least N=20. The detailed division of the researched group is determined with the customer.

Depending on the research procedure and the object of the research, the analyses include scenario-oriented tasks or so called free looking tasks.

In the course of research we recognize:

• The order of the object scanning- eye motion trajectory and time of eyes focus on a given element;
• Elements which are drawing attention (and their order) - are there elements that distract the user?
• Space scanning scheme;
• The most often examined positions;
• The layout of positions on the website (modules), the order of elements scanning, search of elements and positions of the focus

• The description of users behaviour while using the researched website;
• Fixation and heat maps;
• Recommendation of composition improvement and distribution of elements;
• Films recorded during the research;

Where to use Eyetracking?

• WWW websites;
• Outdoor advertisements;
• TV advertisements;
• Interactive advertisements;
• The press;
• Shop shelves;
• Products packaging;
• Urban space;

Why to use Eyetracking?

• Website usability analysis (scenarios research);
• Comparison and assistance while choosing graphic creation of www websites;
• Advertisement effectiveness analysis;
• Competition analysis;
• TV productions and computer games.