1 / 8

Eye Tracking and Usability Research: A Qualitative Approach

Eye Tracking and Usability Research: A Qualitative Approach. Presented to LA UPA February 1, 2011 By Jay Zaltzman, President Bureau West Marketing & Research. Who we are. Consortium of researchers Conduct qualitative and quantitative research, both online and in-person

Download Presentation

Eye Tracking and Usability Research: A Qualitative Approach

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Eye Tracking and Usability Research: A Qualitative Approach Presented to LA UPA February 1, 2011 By Jay Zaltzman, PresidentBureau West Marketing & Research

  2. Who we are • Consortium of researchers • Conduct qualitative and quantitative research, both online and in-person • Including a good deal of website usability testing – usually from a qualitative point of view: combination observation and discussion • BTW, the Qualitative Research Consultants Association annual conference is in Vegas in Oct. • See qrca.org

  3. Using Eye Tracking • Eye tracking has been part of our “arsenal” • I call it the "argument ender" • Empirical evidence regarding what web users notice, where they look first, where they hesitate, etc.

  4. When we use eye tracking • Clients have specific design questions • Want to know where users have difficulty • Internal arguments about how users approach the site • But they usually also have conceptual questions

  5. Our methodology • We combine eye-tracking with a qualitative interview • Provides context • Eye-tracking done together with Morae • How we do it • Video clip

  6. Our methodology (continued) • We see where they look in real time • The conversation provides context • It causes some distraction, but distractions exist in real life, too!

  7. Questions • …and discussion

  8. Thank you • Jay ZaltzmanBureau West Marketing & Research • Our Research Tidbit newsletter keeps you up to date on what's new and interesting in marketing and market research each month • Please send me an email if you'd like to receive it. Just email jay@bureauwest.com and write “newsletter” in the subject line

More Related