DRB Research offers the implementation of a qualitative eyetracking in Poland – tracking of eye movements of the examined person. Eye tracking is a sensor technology that enables a device to know exactly where eyes are focused. It determines presence, attention, focus, drowsiness, consciousness or other mental states.
This method, formerly used in many areas is very popular in Marketing nowadays: in the study of the usability of websites. This information can be used to gain deep insights into consumer behavior or to design revolutionary new user interfaces across various devices. It is particularly helpful when creating websites, when placing individual elements on the site and selecting aspects that attract the eye. Thanks to this research, it is possible to get an idea of what Internet users most often pay attention to, which websites attract their eyes, what links will be usually ignored, what issues are likely to be perceived, and which ones will be omitted. Eyetracking in Poland reduces the costs of research projects, thus increasing their efficiency.
Eyetracking applications and systems in Poland are characterized by determining the exact point of view of the user on the visual material (using a specially designed camera), determines the path of his vision and checks which elements catch his attention, and which are overlooked.
Polish Eyetracking is a special type of research, because it can be treated simultaneously as a qualitative and quantitative study due to the measurement and physiological nature of the test. Based on the measurement of the work of the eye, we can obtain hard representative quantitative data, on the other hand, we can obtain measurable qualitative material as a starting point for another type of quantitative research, eg surveys.
The results from the conducted research may take the form of: – map of fixations, where the paths of order and time of viewing selected elements are important – heat maps, where the concentration of attention is collected on individual elements – films recording the study, on which you can see what was observed by the respondent – statistics and reviews of individual key areas – study reports containing basic conclusions and scenario assessment – project guidelines along with a set of guidelines for specific material. We obtain objective quantitative and qualitative data from the conducted research; we monitor and analyze the unconscious and uncontrollable reactions of people. Final data is presented in a clear, comprehensive report, understandable both for specialists and people from outside the industry.
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