The best marketing and user experience research offers businesses a clear vantage into the everyday lives of their customers, as unobtrusively as possible. Today’s eye tracking technology enables ethnographic research and In-Home Use Tests of a totally new kind: with no need for a live moderator and no disruption to natural behavior.
Learn more in our webinar
In this webinar and Q&A session, we cover:
the available eye tracking solutions for in-home studies
types of research studies and complementary approaches (remote interviews, diaries, etc.)
sample results and ideas for getting started
Studying Behavior In-Home with Wearable Eye Tracking
Case Studies on In-Home Research
Exploring digital distractions for Facebook
The social network’s research division wanted to get an understanding of how people watch TV in their homes, and how frequently their attention was diverted to other devices. In an in-home eye tracking study in the US, people in four cities were given eye tracking glasses on a weeknight and asked to wear them as they went about their usual evening routines.
Google was seeking to find out what people are actually paying attention to while being exposed to advertisements. Therefore, eye tracking glasses were given to 34 participants who were asked to wear them at home for one week while going about their normal activities such as watching television, or using their computer or phone. More than 775 hours of media exposure was recorded.