Posts under ‘Eye Tracking’
Is your tech helping or hurting your customer’s buying experience?
In a complex purchase decision process for highly engineered products or services, your prospect’s journey from awareness to purchase may not occur with uniform speed. We often assume that this path is a straight line, and we invest our resources uniformly based on this uniform assumption. But greater insight into your customer’s buying experience may yield some […]
A Long Look at Eye Tracking
Despite a long and successful history, the design team at Sensis decided their Yellow Pages directory was ready not just for a new look, but for hundreds of them. They used hardware designed to track a viewer’s eye movements to monitor how readers accessed and navigated the 32-year-old advertiser directory.
The results were (forgive us) eye-opening. It […]
Interview: Current Research Methods for Measuring Experience
From a marketing discipline standpoint, we ask: Did they see it or not? Did they process it or not? There’s another question: How meaningful was that, how involving, how deeply moving was that particular idea or experience? Do the quantitative sciences bring anything to this? What are the natural ranges of the way brains work? Do people process information the same way, or are there really quite significant differences from individual to individual in the way they respond?
