Eye Tracking
What is eye tracking?
Eye tracking involves capturing the location of the eyes while looking at a stimulus. It offers insight into the cognitive processes involved in user interaction with computer interfaces, physical products, and printed material.
How does it work?
Our eye tracking technology requires minimal set-up time, is nearly invisible to the test participants, and provides high tracking quality. We use a special monitor with infrared technology, designed specifically for eye tracking. This technology allows the participant to be more comfortable, as they do not have to wear an eye tracking device on their head.
What can it be used for?
We have applied eye tracking to a variety of projects, including commercial and informational Web sites, major search engines and portals, product packaging, medication labels, and email advertising. Another practical utilization of eye tracking is to compare layouts. Eye tracking can also be used for other applications, when appropriate.
Deliverables may include:
- Images that show users' scanpaths
- Movies replaying how users scanned the stimulus
- "Heatmaps" illustrating gaze activity aggregated across users
- Statistics for a variety of measures
Results can help you to:
- Determine what users find important or interesting and what they tend to ignore
- Assess users' decision-making processes
- Explain inefficient or ineffective performance
- Identify search patterns and strategies
Our background
In addition to client projects, our original research has been published in numerous professional journals and is presented regularly at conferences. The following research papers are available upon request. Please specify the paper in which you are interested.
Bojko, A. & Schumacher, R. (2008). Eye Tracking and Usability Testing in Form Layout Evaluation. Proceedings of the 38th International Symposium of Business Forms Management Association (BFMA). Las Vegas, NV.
Bojko, A. (2006). Using Eye Tracking to Compare Web Page Designs: A Case Study. Journal of Usability Studies, Vol.1, No. 3.
Bojko, A., Buffardi, K., Lew, G.S., & Israelski, E. (2006). Eye Tracking Study on the Impact of the Manufacturer's Logo and Multilingual Description on Drug Selection Performance. Proceedings of the 50th Annual Meeting of the Human Factors and Ergonomics Society (HFES). San Francisco, CA.
Bojko, A. (2005). Eye Tracking in User Experience Testing: How to Make the Most of It. Proceedings of the 14th Annual Conference of the Usability Professionals Association (UPA). Montréal, Canada.
