No two eye tracking studies are alike. Each has its own specific set of research questions, testing considerations and logistical issues. We at EyeTracking, Inc. are well aware of this fact. That’s why we don’t believe in boilerplates or cookie-cutters. Our proven process translates the objectives of each individual client into a specialized eye tracking project.
STEP 1: STUDY DEVELOPMENT
Our first task is to listen. We find that most clients have a good idea of what they would like to get out of their study. Our job is to take their unique research goals and use them to build a practical, cost-efficient and scientifically-valid study design. During study development we collaborate with the client to identify a testing sample and location. Next we create a scripted interaction that presents the test materials in a realistic context. When appropriate we also generate questions (i.e. questionnaire or interview) to meet any objectives that cannot be addressed using eye tracking alone. The completed study design is then piloted and submitted for client approval. If everyone is satisfied, recruiting and data collection may begin.
STEP 2: DATA COLLECTION
The EyeTracking, Inc. Research Center is located in San Diego, California, but testing can be conducted virtually anywhere in the US as well as in select locations abroad. We have a variety of remote and head-mounted eye tracking systems to meet the demands of every research scenario. During data collection an EyeTracking, Inc. moderator is present, but communication with the participant is minimal. A guide program is generally used to manage the testing session, which helps to maintain a realistic interaction with the test materials. Eye data is collected at a sampling rate between 60 – 250 Hz, and video of the participant’s visual behavior can be viewed by clients in real time. Our data collection techniques have been rigorously tested to ensure that they achieve the highest standards of accuracy.
STEP 3: ANALYSIS AND REPORTING
Upon completion of data collection, the analysis immediately begins. We first review study objectives and determine what course of investigation will most directly answer all client questions. It’s a team effort. The project manager uses EyeWorks™ Analyze for data aggregation and visualization. The statisticians conduct advanced statistical comparisons. The moderators tally and summarize any qualitative feedback. When we put it all together, the final deliverables include a comprehensive multimedia report with numerical results, eye tracking graphics (e.g. GazeSpots, GazeTraces, etc), relevant video clips, interview summaries and expert interpretation of all findings.
The methods described above are the culmination of over a decade of successful research. The proof of our process is in the satisfaction of our Clients.