Measuring implicit gaze and attention span sequences
Retrospective interview techniques cannot reliably reconstruct the impact that an advert or a website may develop in early, spontaneous phases of the processing of information. But there are instrumental methods such as eye tracking to visualize implicit customer responses. They represent the only means of reliably recording which elements (logo, tagline, visuals, prices) the customer focuses attention on more quickly and are therefore 'truly' seen.
What are the eye-catchers in an advert?
Are the central information carriers directly seen?
In which sequence are the elements in an advert/website viewed?
Are there distractive elements that get in the way of essential information?
Which areas receive attention and how much?
NORDLIGHT research possesses its own latest-generation eye camera, used to track eye movements as individual items are viewed. A scanner unit fitted beneath the monitor records the respondents' fixations, meaning they can look quite naturally at test materials and – unlike in older systems – are not required to wear a helmet during the test.
All we need from you are the test materials in digital form (PDF/image file). In coordination with you, we define an analysis concept specifying the order in which the materials are to be presented and whether the repondents are to look at the materials freely or if a certain need scenario is to be predefined (e.g. product information scenario). One of our nationwide test studio partners will recruits the test participants, and the test is held on their premises.
In addition to standard eye-tracking, we also offer online attention span tracking. Your advertising material is faded in, out of focus, by a so-called spotlight viewer. Participants operate the mouse to explore areas they find interesting. Whenever the mouse touches an area it is displayed in focus. This sequence of exploration is recorded online and in real time.
Our eye-tracking evaluation software aggregates the measurement results for all participants; the information is visualized in the form of an annotated PowerPoint report. Heat map and focus map visualizations are among the standard forms of presentation.
Moreover, we generate so-called area-of-interest analyses and document the levels of attention the various areas of your advertising materials receive and the sequence in which the elements are looked at (identification of eye-catchers).