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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
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Eye Tracking and Usability Research: A Qualitative Approach Presented to LA UPA February 1, 2011 By Jay Zaltzman, PresidentBureau West Marketing & Research
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
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.
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
Our methodology • We combine eye-tracking with a qualitative interview • Provides context • Eye-tracking done together with Morae • How we do it • Video clip
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!
Questions • …and discussion
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
