Eye-tracking

Record and analyse eye gaze data to gain deep insight into human behaviour, user responses and physiology .

Eye-tracking taps directly into users' sensory experience rather than the rational mind. It provides invaluable access to customers' pre-conscious experience and immediate responses to a brand or interaction. Analysis of the data provides actionable information about customer experience such as how design triggers including colour, hue and shape are perceived.

Symplicit's eye-tracking services utilise the most advanced eye-tracking technology available to explore product concepts and evaluate interactive offerings, print and online advertising with your target customers. Eye-tracking is integrated into standard Usability Testing when relevant.

Eye gaze data is powerful because it provides clear evidence of customer response showing the visual pathway they follow in full detail. Evidence moves your team's thinking and decisions forward with accuracy and ease.

Tobii Studio analysis showing Gaze Plots and Heat Maps

The eye-tracking device has four cameras mounted into a monitor. Once calibrated to the user's eyes, it can record every detail of eye gaze whilst the user navigates the screen.

The Tobii Eye Tracker appears just like a normal monitor, without any head mounted interference.

The gaze data is integrated with sound, video, keystrokes, mouseclicks and other data to provide a holistic view of users' behaviour. Related investigation may be undertaken by an interviewer using concurrent or post test "think aloud" methods to validate or explore the customer's experience.

Gaze data is analysed with powerful statistical , analysis and visualisation tools . Recent software advances enable you to view data in meaningful ways such as gaze plots, heat maps, areas of interest and associated statistics such as how long users looked at each area of interest.

Clients find that eye-tracking clarifies whether customers understand a concept or message and exactly how this occurs. Clarity aids the design process, enhances quality and reduces your costs

Read our White Paper: "Eye Tracking: Measurable Customer Insights"