METHODOLOGY
EYEFACT uses state-of-the-art eye tracking hardware and software to collect data and knowledge about human visual behavior and emotional involvement.
The eye tracking method makes it possible to observe and evaluate attention and emotional involvement objectively and non-intrusively. This means that we can get results without relying on self reporting or unnecessary influence on the respondent.
Using eye tracking gives us a lot of advantages when communication is tested for its ability to make a visual and emotional impact on the target group or just consumers in general. It enables us to see what catches the attention and what drives the visual consumption of the communication.
Where is the initial attention focused / the stop effect? How strong is the emotional involvement from the consumer towards the visual design? Where is the engagement / time spent in the communication? Which reading pattern characterize the usage of the communication? What content does not get any attention or engagement - and why?
EYEFACT can answer all these questions using the eye tracking method.
EYEFACT often combine eye tracking with other forms of analysis / data collection. Eye tracking provides us with answers about actual behavior and objectively gauges emotions, but an in-depth interview, a questionnaire or a web panel can help us find explanations, motives, liking, unexpected angles, needs, wishes and experiences within the consumer.
We believe that the combination of objective measurement of behavior and the subjective, qualitative input create an exceptionally powerful analysis composite. One which enables us to see the strengths and weaknesses of visual communication. And thereby empower us to make it better and more effective.
EYEFACT uses the eye tracking method alone, or in correlation with other methods to test all forms of communication that have a substantial visual element: print ads, TV spots, outdoor, websites, banner ads, interactive TV, landing pages, packaging, magazines, newspapers, in store, computer games, newsletters and so forth.