User Centric is now a part of GfK! Read about our eye tracking services by visiting http://www.gfk.com/solutions/ux/eye-tracking/Pages/Eye-tracking.aspx 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? Our complimentary webinar, “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, Aga Bojko, VP, User Experience, 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.

1. No, But Really, Do I Need
Eye Tracking?
PRESENTER:
Aga Bojko
Associate Director
User Centric, Inc. @agabojko
#uxlunch
MODERATOR:
Pamela Stoffregen-Gay
Sr. Marketing Manager
User Centric, Inc. @UserCentricInc

2. Focus of This Talk
2

3. The “So What” Problem
3

4. The “So What” Problem
This Happens All Too Often…
UX
I want an eye tracking OK… But what are the I want to know where people
study. study objectives? are looking!
4

5. The “So What” Problem
There Is a Problem Here
UX
I want an eye tracking OK… But what are the I want to know where people
study. study objectives? are looking!
not an acceptable
research objective
5

6. The “So What” Problem
While Eye Tracking Can Tell Us…
what grabs users’ attention…
what they find interesting…
6

7. The “So What” Problem
While Eye Tracking Can Tell Us…
how users
make
decisions…
what
search
strategies
they use…
7

8. The “So What” Problem
So What?
8

9. The “So What” Problem
We Conduct Research to Inform Decisions
we don’t need
interesting
insight
9

10. The “So What” Problem
We Conduct Research to Inform Decisions
we need
actionable
insight
10

11. The “So What” Problem
Heatmaps Won’t Magically Tell You What to Do
11

12. The “So What” Problem
So What?
actionable
= useful
12

13. Actionable Eye Tracking Insight
13

14. Actionable Eye Tracking Insight
Types of Eye Tracking Insight
ACTIONABLE INSIGHT used to inform
eye tracking can decisions
generate
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. k differences between stimuli or between
a stimulus and benchmarks.
How is this actionable? Knowing what in How is this actionable? It helps decide
the interface caused a problem makes which stimulus to choose or if the
recommendations more specific. stimulus is “good enough.”
Detecting and
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems
14

15. Actionable Eye Tracking Insight
Qualitative Eye Tracking Insight
ACTIONABLE INSIGHT
eye tracking can
generate
QUALITATIVE INSIGHT why did QUANTITATIVE INSIGHT
Eye tracking can help explain how a participants clicktracking can help measure
Eye
usability problem occurred. on the wrong link? between stimuli or between
differences
a stimulus and benchmarks.
How is this actionable? Knowing what in How is this actionable? It helps decide
the interface caused a problem makes why did it takewhich stimulus to choose or if the
them
recommendations more specific. stimulus is “good enough.”
so long to find this
information?
Detecting and
explaining they fail
why did Measuring Measuring
Explaining known or
anticipated problems to understand performance-related
unanticipated
attraction-related
differences differences
something?
problems
15

16. Actionable Eye Tracking Insight
Qualitative Eye Tracking Insight
ACTIONABLE INSIGHT
eye tracking can
generate
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. differences between stimuli or between
a stimulus and benchmarks.
How is this actionable? Knowing what in How is this actionable? It helps decide
the interface caused a problem makes which stimulus to choose or if the
recommendations more specific. stimulus is “good enough.”
Detecting and
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems
16

17. Actionable Eye Tracking Insight
Qualitative Eye Tracking Insight
ACTIONABLE INSIGHT
eye tracking can
generate
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. k differences between stimuli or between
a stimulus and benchmarks.
How is this actionable? Knowing what in How is this actionable? It helps decide
the interface caused a problem makes which stimulus to choose or if the
recommendations more specific. stimulus is “good enough.”
when previous testing
showedand problem
Detecting
a
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems
17

18. Qualitative Eye Tracking Insight
Affiliates
Affiliates
Target: State
Target: State
Bojko, A. (2006). Using Eye Tracking to Compare Web Page Designs: A Case Study. Journal of Usability Studies, Vol.1, No. 3.
Actionable Eye Tracking Insight
18

19. Qualitative Eye Tracking Insight
Affiliates
Target: State
Bojko, A. (2006). Using Eye Tracking to Compare
Web Page Designs: A Case Study. Journal of
Target: Affiliates
Usability Studies, Vol.1, No. 3.
Actionable Eye Tracking Insight
19

20. Actionable Eye Tracking Insight
Qualitative Eye Tracking Insight
ACTIONABLE INSIGHT
eye tracking can
generate
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. k differences between stimuli or between
a stimulus and benchmarks.
How is this actionable? Knowing what in we don’t know what
How is this actionable? It helps decide
the interface caused a problem makes problems we will
which stimulus to choose or if the
recommendations more specific. encounter but we is “good enough.”
stimulus
want to use eye
tracking just in
Detecting and case it can help us
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems
20

21. Actionable Eye Tracking Insight
Quantitative Eye Tracking Insight
ACTIONABLE INSIGHT
formative eye tracking can summative
studies generate studies
& W. Albert, Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics. Morgan Kaufman.
*Bojko, A. (2008). Measuring the Effects of Drug Label Design and Similarity on Pharmacists’ Performance. In T. Tullis
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. k differences between designs or between
a design and benchmarks.
How is this actionable? Knowing what in How is this actionable? It helps decide
the interface caused a problem makes which design to choose or if the design
recommendations more specific. is “good enough.”
new
Detecting and
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems existing*
21

22. Actionable Eye Tracking Insight
Quantitative Eye Tracking Insight
ACTIONABLE INSIGHT
eye tracking can
generate
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. k differences between stimuli or between
a stimulus and benchmarks.
How is this actionable? Knowing what in How is this actionable? It helps
the interface caused a problem makes
search efficiency which stimulus to choose or ifdecide
the
recommendations more specific. ease of info processing stimulus is “good enough.”
cognitive workload
Detecting and
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems
22

23. Actionable Eye Tracking Insight
Measuring Performance
e.g., will the new drug label
be easy to distinguish from
the existing labels?
23

24. Actionable Eye Tracking Insight
Measuring Performance
e.g., will the redesigned
layout make information
easier to find & compare?
24

25. Actionable Eye Tracking Insight
Measuring Performance
e.g., is the information on
the patient insert as easy
to understand as on the
competitor’s insert?
25

26. Actionable Eye Tracking Insight
Measuring Performance
e.g., does the new GPS
lower the driver’s mental
workload as compared to
the existing system?
26

27. Actionable Eye Tracking Insight
Quantitative Eye Tracking Insight
ACTIONABLE INSIGHT
eye tracking can
generate
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. k differences between stimuli or between
a stimulus and benchmarks.
How is this actionable? Knowing what in attention
How is this actionable? It helps decide
the interface caused a problem makes which stimulus tointerest the
choose or if
recommendations more specific. stimulus is “good enough.”
emotional arousal
Detecting and
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems
27

28. Actionable Eye Tracking Insight
Measuring Attraction
e.g., which page
location will make our
ad most visible?
28

29. Actionable Eye Tracking Insight
Measuring Attraction
e.g., which one of the
ad designs will create
the most interest?
29

30. Actionable Eye Tracking Insight
Measuring Attraction
e.g., which shelf location
is best for our product
to be noticed?
30

31. Actionable Eye Tracking Insight
Measuring Attraction
e.g., which package design
draws the most interest
to the important product
information?
31

32. Actionable Eye Tracking Insight
Measuring Attraction
32

33. Actionable Eye Tracking Insight
Types of Eye Tracking Insight
ACTIONABLE INSIGHT
eye tracking can
generate
QUALITATIVE INSIGHT QUANTITATIVE INSIGHT
Eye tracking can help explain how a Eye tracking can help measure
usability problem occurred. k differences between stimuli or between
a stimulus and benchmarks.
How is this actionable? Knowing what in How is this actionable? It helps decide
the interface caused a problem makes which stimulus to choose or if the
recommendations more specific. stimulus is “good enough.”
Detecting and
Measuring Measuring
Explaining known or explaining
performance-related attraction-related
anticipated problems unanticipated
differences differences
problems
33

34. Actionable Eye Tracking Insight
Eye Tracking Measures
www.usercentric.com/webinars
34

35. Do I Need Eye Tracking?
35

36. Do I Need Eye Tracking?
Hmmm…
36

37. Do I Need Eye Tracking?
Back to Our Story…
should I be
using eye
tracking?
UX
I want an eye tracking What are the study I want to know where people
study. objectives? are looking!
37

38. Do I Need Eye Tracking?
Aga’s Decision Tree
38

39. Do I Need Eye Tracking?
Question 1: Actionable Insight?
will eye tracking
generate ACTIONABLE should I be
INSIGHT addressing my using eye
STUDY OBJECTIVES?
tracking?
yes no
will eye tracking provide
MORE INSIGHT than
stop
cheaper and faster
methods? Or you will run into the
yes no SO WHAT problem, the
biggest crime in eye
tracking research.
does my study require
go methodological
TRIANGULATION?
yes no
does my study need
increased ATTENTION
go
& BUY-IN from
stakeholders?
yes no
go stop
39

40. Do I Need Eye Tracking?
Question 1: Actionable Insight?
will eye tracking
generate ACTIONABLE should I be
INSIGHT addressing my using eye
STUDY OBJECTIVES?
tracking?
yes no
e.g., study goal: to
will eye tracking provide understand what new
MORE INSIGHT than
cheaper and faster
stop app features would
enhance the experience
e.g., study goal: to determine if
methods?
new drug labels are easily no
yes
differentiated from existing
labels
does my study require
go methodological
TRIANGULATION?
yes no
does my study need
increased ATTENTION
go
& BUY-IN from
stakeholders?
yes no
go stop
40

41. Do I Need Eye Tracking?
Question 2: Better than Simpler Methods?
will eye tracking
generate ACTIONABLE should I be
INSIGHT addressing my using eye
STUDY OBJECTIVES?
tracking?
yes no
will eye tracking provide
MORE/BETTER
stop
INSIGHT than cheaper
and faster methods?
yes no
e.g., when assessing the
efficiency of a new site layout,
go
e.g., which package
does my study require
methodological time on task could suffice
design TRIANGULATION?
will draw
more attention? no
yes
does my study need
increased ATTENTION
go
& BUY-IN from
stakeholders?
no
yes
go stop
41

42. Do I Need Eye Tracking?
Question 3: Triangulation Required?
will eye tracking
generate ACTIONABLE should I be
INSIGHT addressing my using eye
STUDY OBJECTIVES?
tracking?
yes no
will eye tracking provide
MORE/BETTER
stop
INSIGHT than cheaper
and faster methods?
yes no
e.g., when assessing the
efficiency of a new site layout,
time on task could suffice
does my study require
go methodological
TRIANGULATION?
triangulation = validation of data
yes no through cross-verification from
multiple sources (methods)
does my study need
increased ATTENTION
go
& BUY-IN from
stakeholders?
yes no
go stop
42

43. Do I Need Eye Tracking?
Question 4: Buy-In Needed?
will eye tracking
generate ACTIONABLE should I be
INSIGHT addressing my using eye
STUDY OBJECTIVES?
tracking?
yes no
will eye tracking provide
MORE/BETTER
stop
INSIGHT than cheaper
and faster methods?
yes no
does my study require
go methodological
TRIANGULATION?
yes no
does my study need
increased ATTENTION
go
& BUY-IN from
stakeholders?
yes no
go stop
43

44. Final Words
44

45. Final Words
Key Takeaways
avoid the SO
WHAT
problem by
gathering only
actionable eye
tracking
findings
use eye tracking to
inform decisions –
not just because
it’s interesting
eye tracking can help eye tracking can be used
explain how a usability to quantitatively
problem occurred (and compare designs (to
inform design decisions) make business decisions)
45

46. Final Words
Key Takeaways
use it to use it to
quantify quantify
performance attraction
use the simplest
method to address
objectives unless
triangulation is needed
it’s OK to use eye tracking
to get stakeholders
excited… as long as it also
provides actionable insight
46

47. Final Words
Keep In Touch
rosenfeldmedia.com
@agabojko
@UserCentricInc
get a discount
47