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Results Guide

Whenever you start with the analysis of any results, you first need to get an overview. After that, you can go into more details that are fine grained, basically the nitty-gritty. In this results guide, we explain how you get started and also where you can find the individual results. With each step we also link to the explanations and the file locations of the results package.

After the general explanation, we’re walking you through hands-on examples of a web funnel, A/B test, and a video commercial analysis.

If there are some terms you don’t know, you can find all of them in the Terminology overview. Whenever one is mentioned, it is also directly linked to its explanation.

On the left side you can see the individual steps. Each step shows you what metrics you get and underneath the associated files. The right side (A-E), provides more explanation and context.

Step 1 – Summary

When you start looking at the results it’s always best to start with an overview. In the top part of the summary, you get a nice overview of all metrics. You see the overall heatmap, average valence, average heart rate and average emotions, all in one place.

This step already gives you an idea of how your stimulus was perceived visually and emotionally. The Summary Comparisons view then also makes it possible to quickly compare between different stimuli.

This is perfect for A/B testing. It tells you what has performed better. The deeper you go with the next steps, the more you will move from answering the question WHAT performed better to WHY it performed better.

Step 2 – Maps

If you want to know which location of your stimulus attracted attention, or caused specific emotions, you have to look at the Maps we generate. There are 3 different maps we generate:

  • – Heatmap
  • – Valence Map
  • – Emotion Map.

The heatmap shows you what attracted attention. The Valence Map shows you what had caused a positive/negative emotion. The Emotion Map shows you which emotion was caused where.

Step 3 – Sections

To identify trends in reactions, we provide Section overviews. This gives you an idea of how the trends of reactions changed over time and also keeping a nice overview. We provide 3 different types of Sections.

Split in 3, this segments the time in 3 parts: beginning, middle, and end. You can find this in the Summary Overview. This makes it very easy to see how the reactions changed.

Heatmap snapshots, the regular heatmap shows you all fixations made over the entire time the stimulus was shown. The heatmap snapshots give you one heatmap per second. You can find them in the folder “Eye Tracking/Heatmap Snapshots”

Heat by contour, is an automatic analysis that identifies interesting emotional events and generates the heatmap of that event. With the Heat by Contour analysis, you can directly see what testers saw and what the emotions were at that point in time. This analysis is made to save you time.

Step 4 – Over Time

Step 3 – Sections, creates a rough overview of what happens over time or at certain points in time. Step 4 goes into fine-grained detail and shows you what happens exactly per millisecond.

For valence, emotions, and heart rate, you can find those graphs at the bottom of the summary overview.

For the eye tracking data, we have to generate a heatmap video, which is the heatflow video. The heatflow video only shows the heatmap changes over time. The Quadrants video contains the heatflow video and directly shows Valence, Emotions, and Heart Rate. Finally, there is also the Swarm video, which shows the eye tracking data of every single tester.

Step 5 – AOI (Area of Interest)

The deepest level of analysis is the Area of Interest analysis (AOI). With this analysis, you define a specific area, for example the logo on a page. Our system then identifies all points in time where testers looked at this area and we extract all other information about emotions and heart rate as well.

With the Area of Interest analysis you can directly compare areas with each other. Either they are on the same page, comparing one call to action (CTA) with another one. Or how much attention the product received compared to its description. You can also compare AOIs between stimuli if you placed the logo somewhere else. This is very useful in A/B tests.

Getting Started


Now that you conceptually know each step, it’s important to know with which file you should start. The answer is easy, you should start with the Summary Overview. It already shows you most parts of Step 1 – 4.

To see the Step 4 in action, you need to look at the Quadrant Videos.

As a last step comes the Areas of Interest (AOIs).

Examples


For each of these walk through examples, we refer to a case. This makes it easier to keep an overview.

Web funnel

Elements/icon/funnel

In a web funnel test, you are particularly interested in how each page performs. The conversion is the most important thing and if visitors are confused or skeptical at the beginning, they will leave early. This makes optimization straightforward, because you know:

    1. where in the funnel things go wrong
    2. what exactly on those pages doesn’t work

To get to the answers quickly, we are interested in seeing the Summary Comparison page. Here, all average scores of the stimuli are right next to each other. This way you can see the development throughout the funnel.

To then also understand why people reacted the way they did, we look at the Valence Maps and then to understand their visual scan path also at the Heatflow and Swarm videos.

For the example case have a look here or click on the image below.

A/B test

Elements/icon/abtest A B

In a standard A/B test you can compare many different things. You can compare between videos or two landing pages. In this example, we compare two online advertisement banners. For these images we are mainly interested in the general impression of them, which you can find in the Summary Overview. We also want to know what on the image led to which emotion, which is shown on the Valence Maps.

For the example case have a look here or click on the image below.

Video Commercial

Elements/icon/video

When testing videos, 2 main parts of the results become most important. One is the general impression of the video, which you can find in the Summary Overview and the other is how people reacted during the video itself, which is the Quadrants analysis.

For the example case have a look here or click on the image below.


Results Package Content

With every test we run, we provide a results package that contains every potential way you could ever want to look at your results. We currently provide the results package as files until our online platform is finalized. Then you can do everything on the platform and are file free.

Until then, here is the walk-through of the folder structure and what you can find where and also explaining the results of the data itself.

The main folder structure contains 6 folders:

The original stimuli folder simply contains the images or videos that you used for your test. We add them to the results package to have everything in one place and you don’t have to search for things.

In the Articles listed below you can go through each folder and see what they contain. This also makes it easy for you to see what is located where for quick and easy access.

Articles