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Eye Tracking

The Eye Tracking folder contains many subfolders. This is because the Eye Tracking data can be visualized in many different ways. Almost all possible ways to look at the data are created here. 

Heatmap

The general Heatmap aggregates all eye positions across all testers and time. This makes it easy to see in one go a viewing pattern of a page. The most red spot is where most people’s attention was located and the light blue areas are very little attention. The white border is the 5% limit of attention. What is not within that border can be neglected as it has received next to no attention.

The Heatmap in the Eye Tracking folder is the same as the Heatmap on the Summary Overview Page and on the Area of Interest page (see below). It is present here as a separate high resolution file for you to use in your presentations.

Area of Interest (AOI)

The Area of Interest (AOI) folder contains the results of the Area of Interest analysis. You will find one file for each pre-defined area. This analysis selects a specific part of the original stimulus, in this case the product picture. We then extract only the data when testers looked within this area.

We extract information about the viewing behavior, which is the Eye Movement Score. How much attention this area has received (Attention Index). How many testers actually saw this AOI (Seen by), how long did a fixation last (average fixation time), and when was the first time they looked at it (average time to first fixation). We also get out the Valence score and Heart Rate of this specific AOI.

This analysis is particularly useful if you want to know the specific break-down of your landing page.

  • How many people saw my Call to Action (CTA)?
  • Did they look at the price and how did they feel about it?
  • Do they see my offers?

Heatmap Snapshots

The Heatmap Snapshots are made the same way as the standard Heatmap mentioned above. The only difference is that one Heatmap is created for every second to be able to determine a simple pattern.

Here are all snapshots from above combined into a simple animation.

Heatflow

If you want to see the Heatmap changes in real-time, you have to look at the Heatflow video. At its core, it is created the same way as the standard Heatmap but now for every time point of data collection and then combined into a smooth video.

The Heatflow video is also present in the Quadrants analysis (top left). It is provided as a separate high resolution file.

Quadrants

For a simple and aligned overview, we also provide the Quadrant analysis. It contains the Heatflow video and the Emotion, Valence, and Heart Rate graphs. These graphs are also the same as the ones on the Summary Overview page and their respective folders. The Quadrant analysis allows to have it all animated and in synch in one place.

Swarm

The Heatflow video shows the general pattern across testers but it’s impossible to see individual testers. That’s what the Swarm analysis is for. Each color is one tester with its connected last 5 data points to be able to see the pattern of eye movements. Because we also run out of color quickly, the colors do repeat themselves but it’s easy to distinguish between testers with the same color because the points are not connected. The data you see visualized in the Swarm analysis is exactly the same as the Heatflow. You can easily see what each one is good for.

Heatflow = overall pattern; Swarm = fine grained viewing behavior