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Eye Tracking and Biometrics

Eye tracking and biometrics provide insight into emotional engagement and cognitive workload during an experience. Eye tracking tells us where people are looking, for how long, and what they don’t notice. Eye tracking also reveals visual prominence of objects by measuring the amount of time to first notice something, or the number of times someone looks at an object. Eye tracking can be done in the lab or in the field.

The UXC owns two Affectiva Q-Sensor’s to measure emotional engagement and cognitive workload. The Q-Sensor’s measure skin conductance and are worn on the wrist. Data from the Q-Sensor are broadcast in real-time. Q-Sensors can be worn during any experience, whether in the lab or the field.

What We Do

  • Recruit and schedule participants who meet specific recruit criteria, and inform them about the technology that will be used
  • Design the study including the stimuli, test protocol, and experiment
  • Collect eye tracking and biometric data from participants in the lab or the field
  • Analyze eye tracking and biometric data
  • Report findings with design recommendations

When to Consider Eyetracking

  • When you want to know which areas of a design attract users’ attention relative to other areas
  • When you want to explore the flow of attention (what areas of the design users look at, and the order in which they look at them)
  • When you want to compare different designs and creative options
  • When you want to optimize your product in order to:
    • Increase brand awareness
    • Increase visual attention and clicks for ads, promotions, and other key elements
    • Increase conversions and sales through optimal design and layout
    • Maximize adoption and use of new functionality through increased awareness

When to Consider Biometrics

  • When you want to know which experiences drive the most (and least) engagement
  • When you want to compare engagement across different designs, products, or user groups
  • When you want to evaluate cognitive workload at different points in the user experience
  • When you need another data point on the user experience
  • it is difficult to elicit feedback from user groups, such as children or special populations

Check out a video on how Bentley UXC uses eye tracking with an iPad, May 2012.