Eyetrak™
Visibility Research
Our eye muscles are the fastest muscles in our body, reacting to visual stimuli in fractions of a second. These reactions are often so fast, we are unaware of them.
EyeTrak uses state-of-the art, infra-red eye-tracking technology to accurately measure both conscious and subconscious reactions to stimuli and choices presented to the respondent. Instead of relying solely on verbal and conscious responses, EyeTrak provides an opportunity to measure and visualise spontaneous and emotional responses to all forms of visual communication – in real time.
EyeTrak™ - How It Works
Tests take place in a “laboratory environment”. In practice, this can be Visuality’s offices in Leeds, in halls or hotel rooms around the country, our even training rooms in-store. EyeTrak is fully portable and we can conduct studies anywhere in the world.
Respondents are shown a series of test images on a monitor equipped with discrete, infra-red eye-tracking equipment. Images can include pack designs, , POS and in-store displays, press and poster advertising, even video clips. EyeTrak can also be used to research web usability.
EyeTrak measures and records precisely which areas of the image are looked at, the order in which they are seen, and the length of dwell time. Intuitive software enables us to analyse results across a range of parameters, identifying spontaneous reactions and responses without having to filter respondents’ post-rationalised thinking or the possible interpretation bias of a test leader.
EyeTrak enables us to scientifically evaluate the effectiveness of existing communication or to compare different creative ideas. By progressively testing improved executions of a concept, we can optimise a design before committing to expensive production runs.
Typical visualisation
Heatmaps
Gaze plots
