We came across a great case study last week about how Eye Tracking helped one company in Toronto create a study into how users viewed search results on Google Places. Using the Tobii eye tracking machine they used eye tracking to determine the gaze of the user and where they clicked to develop a white paper displaying information about which ads grabbed higher attention from the users.
From the study they were able to determine that as well as the importance of displaying as number one in search results, certain social signs were also having an affect on where users clicked within the results.
The study can be seen here:
http://results.mediative.ca/Mediative_White-Paper-Eye-Tracking-and-Click-Mapping-Google-Places.html
At Prodo Digital we have used Eye Tracking in many ways to make sure we get the best out of anything displayed to a user. Eye Tracking allows us to observe thought processes not recognised by the user and consequently are not vocalised, giving you an even deeper insight into your users. The results are objective, unbiased and quantifiable.
To learn more about our Eye Tracking Services, and how they can be beneficial to you, click here.
