Hitting the user’s brain a new approach for user research eye movement & EEG studies

The

eye tracker is popular as a user research tool for recording user gaze trajectories. With the rise of neural marketing, EEG research has also been used more and more to understand the real idea of users. The combination of eye movement research and EEG research is a trend for future users. With the online synchronization of the two, we can get more accurate, deeper and more comprehensive user information in parallel to the subjective reports.

users in the course of the study, the engineers a confusion: users say always fuzzy and uncertain, the influence of various factors to – users will say one hundred love your product’s reason, but not a reason to love can make him leave, how to understand the true idea of a user a problem. With the popularity of eye tracker and the commercialization of EEG research, the ideal of user research engineers has gradually become a reality: now more and more objective and true understanding of what users see and think.

What is

eye movement research,

?

eye movement is the process of analyzing the user’s cognitive behavior and mental activity by using eye tracker to record the motion track of the eye line when the user performs the specific task. By eye movement data, we are able to analyze user gaze laws to evaluate and optimize our product designs. Study on eye movement in the whole user research position as shown below, the actual operation is based on the user visible eye movement research, on site, the layout of the product can do qualitative analysis, draw the conclusion of reasonable design or not.

 

We usually use

(heat map) to represent the image of the interface is watch (pictured below). The redder areas indicate longer gaze times, and the green areas look shorter on the surface; of course, white areas are not seen at all.

 

How does

analyze eye movement data,

?

eye movement research can provide a set of eye movements index, eye tracker can record the user’s gaze trajectory, basically can solve the user "how to see", "see what" problem. Typical and commonly used indicators include:

1, total gaze times are considered as indicators of search performance.

2, average gaze residence time reflects the ease of extracting information.

3 and gaze sequence (gaze path): the transformation of the gaze between interest areas, which can measure the rationality of the user interface layout. A reasonable interface layout should be orderly, smooth and logical in the gaze trajectory.

4 the time / focus of the first destination area of interest: the time at which the target area is first reached when a particular target is searched in the display area. It is also an important index of user interface layout rationality measurement.

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