Observational Methods
Eye Tracking
Eye Tracking gives teams a repeatable quantitative research practice. It keeps everyone aligned around design & prototyping by helping you evaluate user interaction and attention on visual elements of web pages and applications. Grounded in observational methods, the method turns insight into tangible next steps.
Goal
Design & Prototyping
Group
Quantitative Research
Users
Direct User Involvement
Overview
Eye Tracking is a research method that uses technology to monitor where, how long, and in what sequence a person looks at different areas on a screen or in a physical environment. It's instrumental in understanding how users visually interact with content, websites, advertisements, or products. Eye Tracking reveals areas that attract or distract attention, guiding design optimization and usability testing. It's widely used in UX research, marketing, and human-computer interaction to enhance visual communication and user engagement.
Step-by-Step Procedure
10 steps to complete
1
Define research objectives
Clarify the goals of the eye tracking study, including desired insights, user behaviors, or attention areas that need to be measured. This will help in designing the right test scenarios and defining key performance indicators.
2
Identify target users
Determine the demographics, behaviors, or needs of the target users that represent the intended audience. This information will be used for participant recruitment and to better understand the users' context while interacting with the product.
3
Design stimulus material
Create realistic test scenarios or materials like mockups, prototypes, or live versions of websites or applications. Ensure the stimuli are representative of the actual product and relevant to the specific research objectives.
4
Set up eye tracking equipment
Choose the appropriate eye tracking device based on the research objectives and study environment, such as a screen-based eye tracker, glasses, or VR headsets. Calibrate the equipment according to the manufacturer's instructions, ensuring accurate data collection.
5
Recruit study participants
Select a representative sample of target users based on the established criteria. Make sure to include participants with diverse demographics, experiences, and preferences to capture a comprehensive understanding of user behavior.
6
Conduct the eye tracking study
Invite participants to interact with the stimulus materials using the eye tracking equipment, and provide them with tasks and instructions relevant to the research objectives. Monitor and control the test sessions, addressing any technical issues or participant questions.
7
Collect and preprocess data
Gather the raw data from the eye tracking equipment, converting it into a usable format. This includes information such as gaze point, fixation duration, and saccade paths. Remove any noise or inaccuracies to ensure data quality.
8
Analyze eye tracking data
Examine the eye tracking data and derive patterns and insights related to the research objectives. Visualization tools like heatmaps, gaze plots, or clustered gaze data can help in understanding user behavior during the interactions.
9
Report and present findings
Summarize the key insights and recommendations based on the eye tracking data analysis. Present the findings in a clear and actionable manner, using visualizations or illustrative examples as needed to support the identified patterns.
10
Implement and validate changes
Apply the insights from the eye tracking study to modify and improve the tested product. Evaluate the impact of these changes through additional testing, ensuring that the modifications lead to better user experience and meet the original research objectives.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Eye Tracking Study Plan
A detailed plan outlining the research objectives, target audience, test scenarios, and timeline for the eye tracking study.
Participant Screenings and Recruitment
A list of participants who meet the defined target audience criteria. This also includes the recruitment process and consent forms to ensure their involvement in the study.
Test Environment Setup
A description of the hardware, software, and environment setup used for the eye tracking study, including any potential variables or controls.
Test Moderator Guide
A step-by-step guide for the moderator to steer participant interactions and collect consistent data during the eye tracking sessions.
Raw Data Recordings
A collection of raw eye-tracking data, including gaze plots, heatmaps, and other visualizations captured during the test sessions.
Data Analysis and Interpretation
A comprehensive analysis of the gathered eye-tracking data, identifying patterns, trends, and problem areas within the user interface.
Participant Feedback
A summary of verbal and written feedback collected from participants during and after the eye tracking sessions, providing additional insights and context to the quantitative data.
Eye Tracking Report
A detailed report summarizing the findings of the eye tracking study, including key insights, recommendations, and potential areas for improvement within the user interface.
Presentation of Findings
A visual presentation (e.g., slides or video) showcasing the key findings, conclusions, and recommendations from the eye tracking study to stakeholders and team members.
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