See Tænk’s article and videos (in Danish).
Watch DR Update’s video (in Danish).

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)

Video Examples

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.

Should chance dictate your communication? - or would you rather know exactly what works and what doesn’t? - and why?

Every month EYEFACT runs an eye tracking Omnibus, where you have the opportunity to test the effect of you marketing. We test all kind of media, including print ads, flyers, catalogues, TV spots, websites, email newsletters, magazines, packaging and in-store materials.

Dates for the next Omnibus

- December 15^th 2011 (submit material December 12^th)

- January 19^th 2012 (submit material January 16^th)

- February 23^th 2012 (submit material February 20^th)

Price

Price per ad starts at EUR700

Special offer

Buy a voucher for 10 tests before Christmas, and get 10% off. The voucher is valid for 1 year.

What you get:

• 60 respondents split between gender and age
• Heatmaps of Visual Attention
• Viewing pattern
• Statistics for Key visual, Message, Brand, Call-to-Action etc.
• Comparison with print ad benchmark.
• Standard questionnaire on ad liking, recall, and purchase intent
• All costs included in the price; recruitment, test setup, incentives, report with visual deliverables and statistics
• Optionto buy analysis with conclusions and specific recommendations for improvement.
• Option to buy extra questions for the questionaire.

Contact

Do you want your marketing on the next round of test? Call Heine on +45 30 71 64 13 or email hj@eyefact.com

Only available in Danish: http://www.dr.dk/dr1/penge#/19816/09:29

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Read the whole article at Kailow Visual’s Facebook page

The tutorial is on eye tracking for web usability testing. Tutorial is SOLD OUT.

This tutorial is appropriate for usability researchers and practitioners. No prior knowledge of eye movement or eye tracking is expected.

What will be covered?
This tutorial will provide an overview on eye tracking is used and can be used as a method in usability testing of web sites. Eye tracking is a method that is increasingly being used to test usability and web site efficiency. The main focus of the tutorial will be to demonstrate how to apply different types of study design that answers different questions, which are often of interest when evaluating web usability. In addition, we will also discuss general aspects that need to be considered for any kind of eye tracking study. The tutorial will cover the following topics:

* What is eye tracking?
* Brief introduction to visual attention and eye movements
* Brief review of current technology
* What can eye tracking add to usability research?
* How to use eye tracking as a method in web usability research studies?
* Analysis and eye movement metrics
* How do you get started without buying a $30,000 eye tracker?

The course will NOT spend a great deal of time on underlying theories of human vision, eye movements, experimental design, or statistics, but will focus on practical usage and implications for usability testing.

Full day tutorial on Eye Tracking for Web Usability

EYEFACT og Norstat inviterer til Dansk Markedsanalyse Dag 2010

Imagine if you could experience your website or advertising through the eyes of your target audience – literally through their eyes. This would make you understand their motives and behaviour in a revolutionary new way.
That is why eye tracking has become a key method for market researchers and usability professionals. However, until now the large initial investment in equipment and need for specialist knowledge has kept many companies in the Nordic region from carrying out eye tracking studies.

To accommodate this challenge EYEFACT is introducing Scandinavian Eye Tracking Labs in collaboration with Norstat, the leading data collector in the Nordic region. We now offer efficient and inexpensive eye tracking data collection and short-term equipment rental at our facilities in Norway, Sweden, and Denmark.

Our cost-effective Eye Tracking Omnibus reduces the cost of ad testing with eye tracking by more than 50 percent - consequently making data easily available for market researchers, media companies, and agencies. With our Omnibus you can test print ads, TV ads, online campaigns, newspaper/magazine covers etc., and we offer to combine the objective eye tracking data with surveys and qualitative interviews on specific target audiences.

Eye tracking is a potent tool for your business. According to a study from Marketing Sherpa, 64 percent of clients state that eye tracking technology increase ROI. Currently major companies in Scandinavia are using EYEFACT services to measure visual impact on their target audiences. These companies include Mediacom, TV2, Ekstra Bladet, TDC, Boxer TV, and Nordisk Film.

Download more information:

Scandinavian Eye Tracking Labs (PDF)

Scandinavian Eye Tracking Lab is run by EYEFACT in collaboration with Norstat. EYEFACT is the leading eye tracking service provider in the Nordic region, and is official data collection partner for Tobii Technology, the world leader of eye tracking hardware. EYEFACT helps clients predict and optimize advertising effectiveness and improve online design. EYEFACT are specialists in capturing and interpreting visual attention and emotional response based on objective and quantitative measurements of eye movement data.

Norstat is one of the leading data collectors in Europe, and each year Norstat conducts about 2.5 million interviews. Norstat conduct all types of data collection via telephone, personal interviews, postal interviews and web based surveys in the Nordic region.

Press coverage of our seminar on eye tracking for web shops (only Danish version available)