Usability Market Research Programmes

A simple distinction has been notified: any examining of usability of product or service itself is rather linked with usage & attitude studies, and the core usability is strictly connected with websites and the internet. Please find below types of usability studies we provide:

Usability studies focused on your website

Read more »

Full spectrum of eye tracking mapping and analyses

Read more »

Web screening of you recent and potential competition

Read more »


Eye tracking – market research usability studies

The conduct:

These days eye tracking market research solution become really fashionable part of web usability studies. In general this unique and usually expensive methodology employs several very high tech features such as:

  • Examination and description how testers’ eyes move around the webpage;
  • Examination and description how testers’ eyes see the elements of the webpage;
  • Examination and description how testers’ eyes cope with the glancing frequency through various elements on the webpage;
  • Examination and description how long and often testers’ eyes are stopped onto any specific element of the webpage;

As the basic outcome from this market research exercise you can manage the so called ‘heat map’ – this is the summary of mentioned above techniques and tests, presenting in detail what eyes of your respondents see and indicates which elements of the website might be more or less interesting for them.

The interpretation and analysis:

We strongly recommend to link research technology using eye tracking with any other marketing research programme. Stand alone eye tracking market research has some significant limitation and you may end up with some bias, especially if you research among different, foreign culture.

These limitations are:

  • Eye tracking technology shows where the respondent is looking into the screen – but cannot say why he or she is looking at it – the reason might be interest but might be also signal of being bored or the fact that respondent need more time keeping their eyes in one point of content to understand it properly;
  • The heat map also would not indicates the real motives someone spend minutes on specific website – this would only indicate how your eyes moves around the page;

So, any analysis and interpretation of the eye tracking market research outcome – the heat map should be in strict correlation with any other insight programmes such as web usability, customer satisfaction survey or NPD programme. The best programme to link with the eye tracking is usage & attitudes, where we use the websites to attract our target about recent products/services or for New Product Development, if we would like to have some additional feedback from potential product buyers.

We do not use and recommend eye tracking for any study we conduct, so if you are interested in this type of service please contact us for further assessment and consultation.

Feel free to contact us as market research agency for RFQ or further details of this market research programme