Eyetracking services

Amberlight offer state-of-the-art eyetracking for use in research with users. This services can be offered as standalone, or as part of other services, such as user-centred design. We are industry thought leaders in eyetracking best practice. We regularly run conference workshops to share and gather expert opinion.

What is eyetracking?

Eyetracking technology is able to follow user's eye motions when they interact with a computer screen. Recent advances in the technology means it is unintrusive whilst tracking eye movements with a high degree of accuracy.

Applications of eyetracking

Eyetracking is a powerful research tool for answering specific questions about where users' attention is directed when using your product. Examples of such questions we have answered using eyetracking include:

• Do users notice what you need them to? - Is key content on your site being ignored by users? Eyetracking can reveal how users attend to advertisements, navigation and aesthetic components of your interface
• Navigation - Where do users look when trying to get to a specific page or screen? Do they notice links and menus?
• Decision making - what are users looking at when they make a decision? e.g. When adding items to an online shopping cart, are they reading the text first, or just looking at the pictures? Eyetracking can help identify ways in which users' decision making can be supported by the interface
• Group differences - Do you have two different types of target customers? Measure differences in the behaviour of different user groups
• When users can't talk when using your product - if people wouldn't talk, perhaps in a performance-related work situation, then why should you get them to talk during the research?
• Design decisions - Torn between different designs for your user interface? Use eyetracking to establish which design produces the desired behaviour in your users

What are the outputs?

Insights from eyetracking data can feed into reports in a number of ways:

• Visuals - Users' eye movements can be shown using individual gaze plots (above), or grouped hotspots (right) overlaying all users data.
• Statistical analysis - the different areas of the screen can br broken down and time spent attending to each analysed and compared
• Qualitative analysis - Amberlight experts apply their knowledge of user behaviour to provide insights into the reasons why users behave in the ways captured by the eyetracking data

Eyetracking is most effective when used as part of a wider usability testing or user-centred design project.