Our team participated in the Organisational Psych Career Fair in the beginning of September to chat with students about emerging career paths in the field.
Most modern eye trackers are video-based. Images of the eye captured at regular intervals, the sampling rate, are processed to calculate instantaneous gaze position. This discrete data stream must then be converted back to the informative, continuous eye movements for analysis. This digital-to-analog conversion is accomplished by passing the raw gaze samples through an event detection algorithm called the fixation filter.
Think with Google recently published, "Are People Watching My TV Ads? Australian Advertising in a Skippable World" which presents insights on how TV ads are "seen" by viewers today. The research was conducted by Ipsos and Objective Experience across 95 participants.
We often reconstruct memories and experiences based on bias and social norms. These misinterpretations from respondents can have a serious impact on our ability as researchers to extract accurate and objective data, especially in qualitative settings. It made for a great topic of discussion during our recent roadshow in Melbourne and Sydney.
Are you curious about what really goes on behind closed doors in people’s own home environments. Do you want a tool to measure your observations with, unobtrusively? Recently at Objective Experience in Sydney, a Ground-Breaking project brought us inside the home, with first person video recordings plus simultaneous 50Hz gaze tracking. We recorded over 100 people in an un-moderated and un-biased ethnographic study using eye tracking glasses. Here’s how:
Eye tracking technology is such a valuable resource for gaining customer insights. Observing how users attend to and engage with the content they encounter often provides me with insights into their thought processes which leads a user to their decision (or lack of decision) – giving me the competitive advantage to advise clients on how best to improve their customer’s experience.