1 eye tracking and usability research: a qualitative approach presented to la upa february 1, 2011...
TRANSCRIPT
1
Eye Tracking and Usability Research: A Qualitative Approach
Presented to LA UPA
February 1, 2011
By Jay Zaltzman, PresidentBureau West Marketing & Research
Bureau West Marketing & Research
2Tel: (818) 588-6050 email: [email protected]
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
Bureau West Marketing & Research
3Tel: (818) 588-6050 email: [email protected]
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.
Bureau West Marketing & Research
4Tel: (818) 588-6050 email: [email protected]
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
Bureau West Marketing & Research
5Tel: (818) 588-6050 email: [email protected]
Our methodology
• We combine eye-tracking with a qualitative interview
– Provides context
• Eye-tracking done together with Morae
• How we do it
– Video clip
Bureau West Marketing & Research
6Tel: (818) 588-6050 email: [email protected]
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!
Bureau West Marketing & Research
7Tel: (818) 588-6050 email: [email protected]
Questions
• …and discussion
Bureau West Marketing & Research
8Tel: (818) 588-6050 email: [email protected]
Thank you
• Jay ZaltzmanBureau West Marketing & Research
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