No, But Really, Do I Need Eye Tracking?

User Centric presents, “We Believe Experiences Matter,” a free webinar series highlighting techniques used to evaluate, measure and change the end-to-end customer experience. View entire webinar schedule.

This webinar is over, but if you'd like to learn more about the quantitative aspect of eye tracking, Aga will dive into the topic of eye tracking measures in our September webinar, “Who's Counting? Using Eye Tracking Measures to Quantify User Experience.”

Abstract:

It’s a well-known fact that eye tracking can provide some interesting insight into how people process information. But how can user experience professionals determine if eye tracking is indeed a useful addition to their studies? User Centric, Inc.’s complimentary webinar on April 17, “No, But Really, Do I Need Eye Tracking?,” addressed this subject by discussing the benefits of eye tracking and the proper application of the method.

During the webinar, User Centric, Inc.’s Associate Director, Aga Bojko, spoke candidly about when to use and, perhaps more importantly, when not to use eye tracking. Bojko described both qualitative and quantitative types of findings that can be obtained with eye tracking research, and explained how to decide whether or not stakeholders benefit from this method. This presentation outlines example situations in which eye tracking is most effectively utilized, from determining the ease of new drug label differentiation from existing labels to evaluating which package design will be most effective on a shelf.