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Summary

The summary folder contains one summary overview page for each stimulus that has been tested. It also contains one single comparison page. On the comparison page you can see the summary results for each stimulus right next to each other. This is also a good start for comparison, especially if you are testing a webshop funnel or want to directly compare different versions of pages in an A/B testing scenario.

 

 

These pages are all present in separate files with the name of the original stimulus. You find examples below.

Summary Overview Page

The summary overview page is segmented in 3 main parts. The top part is the Summary Section and contains the total average results. Next, is the Split in 3 Section. This section segments the time a stimulus was presented in 3 main parts, beginning, middle, and end. Finally, there is the Over time section, which shows the data in graphs over time.

Summary Section

On the left side of it is the heatmap over all testers. On the right side you find the Valence score, which is between -100% to +100%. Next to it is the average heart rate change in percent. Underneath, are the expressed emotion averages across testers. These are also normalized to make comparison between the emotions easy. The Emotional impact score can be found right underneath it. This score shows how much emotion was expressed, this score goes from 0% – 100%.

The emotion color coding is also shown, so that you don’t have to look it up.

Split in 3 section – Beginning, Middle, End

The next section is the Split in 3 Section. Here, we segment the viewing time in 3 simple segment so that you can easily compare how testers felt at the beginning, middle, and end, viewing the stimulus. This is particularly important when you test landing pages. All emotions are shown in a horizontal bar graph for easy comparison between emotions but also between the 3 different sections. Underneath, is the Valence score and the heart rate. This also makes it easy to see trends, for example if people were really interested at the beginning and it then became less, or the other way around. At the bottom of each section you find the eye tracking heatmap of that section. Here you can then also identify what part of the page people paid attention to during that section.

Over time Section

This section shows all data over time. This is useful if you really want to know exactly what happened on a second by second basis.

 

This example shows the results of a website’s product page analysis.

 

 

This example shows the results of a print ad of Galaxy chocolate.