4 families were equipped with eye tracking glasses by the The Danish Consumer Council’s magazine “Tænk”. The purpose of this was to analyze what catches the consumer’s attention in front of the refrigerator with meat in the supermarket. Eyefact’s Sune Alstrup was interviewed by Tænk. DR Update sent a piece about the study on November 3, 2011.

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

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)

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

EYEFACT was invited to give a full day tutorial at the UXMasterclass 2011 in Copenhagen.

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