Professional services
Questions this method answers: Highly effective in determining exactly what the user is viewing and in what sequence. Data can be used to solve wide range of complex user interface design problems clustered around sequence and dwell time when scanning and interacting with web sites, computer displays, products, package designs and printed materials, including advertising.
Statistical reliability: high; small sample size (6-60 respondents)
Functional Scope: 2-3 tasks or major interaction sequences
Fees: Moderate cost per subject
Lead time: 2-4 weeks for top line report
Geographic reach: U.S. and Europe
Deliverable: Video tape summary + report/recommendations
Major advantage: Fast reporting, confidential, compelling demonstration of user eye fixations.
Disadvantages: Small sample size; research must be undertaken by team with formal knowledge in human sensation and perception research; otherwise data can be misinterpreted.
Quality of service issues: Interpretation of data is not simple and may lead to unreliable recommendations. Methodology sometimes used to address inappropriate research problems. Especially powerful when used in combination with on-line testing.
Applications
- Web sites
- Complex e-com home pages
- Web applications
- Advertising
- Product/package
- Anything that can be reduced to photograph or screen image
Used in combination with
- Lab-based
- Large sample on-line behavioral tracking
