Is eye tracking expensive?
No, it isn’t. Research costs depend on subject matter, duration, number of users, and research location. Our goal is to offer the highest level of expertise for a keen price. This is especially important in cases when our work is integrated into services of other research institutes.
We are able to provide our services for very attractive prices thanks to low overhead costs. We don’t have sales representatives, account managers or administrative staff – you always deal directly with a consultant.
How many participants should there be in a study?
It depends on a number of factors such as:
- research type.
- what the data will be used for,
- what kind of analysis is necessary,
- researched material,
- tasks / scenarios.
The basic usability testing requires at least 8 participants in a test sample. If the study is in its nature more quantitative, contains complex scenarios, or if the researched material is not very clear, it is desirable to engage more participants. Our experience with research methods and experimental psychology along with practice with creating projects using the eye tracker allow us to create a solution tailored to the research goals.
How many participants are present during the testing process?
The eye tracking test is carried out individually. Participants are tested consecutively and there are no focus groups.
What happens during the process?
Typically, a project follows these steps:
- Meeting with the client during which we determine the aims or problems.
- Choosing the best approach to meet the client’s needs within the budget.
- Creating a draft of cooperation agreement with clear description of the provided service.
- Working together with the client – preparing of the groundwork for the study such as scenarios, questionnaires or demographic data.
- Putting together required target group of participants.
- Eye tracking (also possible to carry out at the client).
- Analyzing the data and producing a final report with various suggestions.
- Presenting the results and handing in the report.
What do I get / What is the output?
It depends on the project type, analysis depth and what kind of report is required. For instance some of our clients only require the eye tracker recording which they will analyze on their own while others ask us to carry out the complex procedure of processing and analysing the data. In this kind of project we usually provide comprehensive reports where we identify users’ needs and expectations and label problems the users encountered. We also prepare suggestions how to improve the particular product or service, sometimes in the form of mock-ups or templates.
Our services have a wide range of applications and we are ready to cooperate with specialists from other fields of work when necessary.
What should I do to get the most of the study?
We often recommend our clients to narrow down their research – not because we want to make our work easier, but because we want to ensure that the result and suggestions we will deliver will have a great impact on their enterprise. For example, a study on the process of ordering will have more substantial results and its Return on Investment will be much higher than simply observing a shopper when choosing a product. A study whose goal is to determine how changes in emailing would affect the click-through rate will have better results than studying your competition’s emails. A UX Focus eye-tracking expert and experienced marketing specialists closely cooperate with clients to check that research goals are clearly defined and the research will therefore result in higher Return on Investment.
Do you only provide eye tracking software or do you also provide other research methods? Do you cooperate with other teams of researchers?
Our aim is to be as flexible as possible. UX Focus can provide full service: extensive data processing, making reports, analyses and suggestions. We can also provide one particular service such as providing a recording from the eye tracking session.
The eye tracker can also be combined with other techniques when appropriate. These include questionnaires, interviews, and scenario testing.
Can you carry out research in other cities / countries?
Yes – we work with a “Portable Lab” concept which enables us to work on our projects in various locations. We can also work abroad – at this time we are cooperating with a partner organization in the United Kingdom. The eye tracking session can be broadcast live to any screen. That’s why the client doesn’t have to be physically present at the session.
I am planning a project and I am thinking of incorporating eye tracking. Can you help me?
Yes – we will be happy to help you plan your project. We have a lot of materials and samples which you could benefit from, and we can also provide you with whole excerpts from authentic studies.
How long does it take? How about bigger projects with large numbers of respondents that require substantial analysis?
The length of the project depends on research type and number of data which needs to be analyzed.
During a typical study, we are capable of delivering the results within 3 to 5 days. This consists of processing data and visual inputs and a complex analysis of eye tracker recordings from all materials and all participants. In addition, we are able to use our flexible resources for data analysis which puts us in a unique position when we are capable of accomplishing even the biggest projects very fast.
What kind of service do you provide?
Full service – we provide research and analytical services which include: planning a project, arranging a location, recruiting users from our own panel, interviewing the participants, project management, collection and in-depth analysis of the eye tracker data, producing a final report with results and particular suggestions, presenting the results. We can also cooperate with other contractors.
What are the benefits?
Eye tracking can significantly improve your:
- Conversion rate
- User experience
- User engagement
- Bounce rates
Why should I use eye tracking when I can apply the best practices of web design?
Because many of the practices have been disproved with the use of eye tracking. For example the widely-recognized assumption that people always watch faces, is a myth. We have found out that there is a connection between faces and visitors’ attention, but it is simply not true that people always look at them. Another assumption is that making something bigger makes it more prominent. We have seen websites with texts in large print which were relevant for the user, but were completely ignored. Another presumption is to follow E or F patterns when writing a text. From our research it is clear that it is perfectly natural for a text which is not laid out in F or E patterns to be registered by readers – if an engaging feature (such as high contrast against the background) is used.
What are the benefits of heat maps?
The main advantage is accuracy – you can see which features the users watch. This way you will understand how to improve poorly-designed or distractive areas. You will see not only what users looked at, but also for how long – this is illustrated via different colour shades in the heat map. Heat maps based on clicks on particular areas won’t tell you anything about customer’s interaction before the first click. Heat maps of real viewership will give you a complex understanding how individual features on a website work (or don’t work) in accordance with other features.