These kind words are expressed by Jessica Lundquist, the sales manager at Tobii Technology. Tobii develops and markets the Eye tracking device I have used with very satisfying results in my recent usability studies.
Jessica says:
“It is satisfying to see eye tracking applied in new and innovative ways.
Mårten Angner has managed to quickly master the device and the analysis software and has managed to use our technology in an effective way both when it comes to gathering data, analyzing the data and presenting the results in a easy to grasp way. In all creating great results with a limited budget.
Mårten has in this way shown that it is possible, or even inevitable, that eye tracking is on its way to become industry standard in all kinds of usability work in the future. We are looking forward to see what this new approach will give in the future. We at Tobii can absolutely recommend Mårten as a usability consultant, especially in small and medium size projects!”
Jessica Lundqvist, Tobii Technology
My typical project contains of up to 10 respondents at a time and are in relative terms quite small. As strange as it would seem, eye tracking is not that common in projects of this size. This may be because the eye tracking device it self needs to be rented or that the amount of data generated when a users all eye movement are documented is increased. In my experience the results proves to be so useful in the tests that these obstacles just needs to be overcome.
An eye-tracking visualization from one of my eye-tracking studies. When asked to buy some western movie for a friend, the user became more or less lost when they ended up on the western category page. Not having any further guiding information on what was a good offer more than the title, cover and price, the users went for celebrity names that they recognized. Most of the users ended up going for the safe bet and went for either John Wayne or Clint Eastwood movies. If ratings, or reviews had been available, the users might have been more confident in their choice of products
In order to make eye tracking more effective and affordable in smaller projects, I aimed to streamline the process. I have found new way of preparing the test and analyzing the data gathered. I have also find ways of presenting the results electronically in Wiki format in Moodcase, providing the complete sessions in streaming video as well as detailed documentation of the issues found. All without compromising the quality of the findings.
I look forward to working with Jessica and the others at Tobii again in the future.
/ Mårten