Women are gold diggers, men are pervs - and Danish men are the worst.
These are the conclusions from an international study, which EYEFACT has participated in. The purpose was to measure how men and women look at the photo of a provocative-looking young woman. While the participants looked at the photo, their eye movements were measured using eye tracking technology.
The conclusion: the women look at her ring, the men look at the woman’s chest - especially the Danes.
Differences between men and the women
In all countries there are some behavioral differences between the men and the women.
Danish men’s focus: the chest
The Danish and French men spend the most time looking at the chest - almost twice as long as the other countries!
Eye and mind don’t tell the same story: the benefits of eye tracking
Once they had looked at the picture, we asked the participants to fill out a questionnaire to tell us what they had seen. When answering the questionnaire, it was the men who most mentioned the eyes and the ring, and yet it was the women who had looked at these the most.
This is a good illustration of the difference between what is self-reported (questionnaire) and what is measured (eye tracking). With eye tracking, it is possible to measure behaviors that are impossible to reveal using conventional research methods.
Download report
Summary Report: Men are pervs, Women are golddiggers (PDF 1.5 Mb)
Full Report: Men are pervs, Women are golddiggers including appendices (PDF 5.9 Mb)
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Background
This is the first international eye tracking study to measure how men and women look at the photo of a provocative-looking young woman. The study involved men and women in equal proportions, for a total of 210 participants from 7 countries. It was led by Miratech, and conducted by 7 partners in Europe, South America, and North America. The testing was conducted using state-of-the-art eye tracking technology from Tobii Technology. Each participant was simply asked to look at the photo of a young woman for 20 seconds, with no specific instructions.
Partners behind the study:
- Denmark – Eyefact
- France – Miratech
- England – Bunnyfoot
- Netherlands – Concept7
- Brazil – Checon Pesquisa
- Spain – Université Pompeu Fabra
- USA – Customer Experience Labs
Some of these partners are members of the International Usability Testing Partnership - IUTP - a network dedicated to user testing and consumer research. The IUTP is supported by Tobii, the world’s leading developer of eye tracking equipment.