On-Screen Eye Tracking
In an eye tracking-test an advanced camera measures eye movements across a screen. The screen can be a computer screen, tablet or smartphone. The testperson gets a job to perform, for example, to buy something in an OnlineShop or to look at a flyer. After the eye tracking-test there is an interview. By combining eye tracking and interview we get an overall picture of the experience in front of the screen.
On-screen eye tracking was used in these cases:
- Are curtains ideal to purchase online?
- Detecting ads embedded in native content
- How does Generation Y perceive banner ads?
- How to make a good first impression with an e-commerce website
- Milook case study
- Mobile web usability study of Ellos, H&M and Nelly
- NA-KD and Bubbleroom – How can their webshops improve?
- Optimising the use of images on an online clothing store
- Perception of luxury vs. fast fashion
- Streetwear ads – How does product familiarity affect how we look at them?
- What draws attention in printed ads?
- What information is needed for buying curtains online?
- What women look for in ads for eyeglasses