esearch techniques such as interviews, observation

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Retrospective think aloud, customer journey mapping, etc. With this, we will achieve greater depth of the data and insights extracted from the study. What is an Eye Tracker? To carry out an eyetracking study, a measuring device, an eye tracker, is necessary. These devices can detect the movement, attention and concentration of a user in a certain environment or site. How an eye tracker works by works There are types of eye trackers: mobile and fixed. Generally, for the study of desktop interfaces, fixed devices are used (the computer on which the study is carried out integrates the eyetracking sensors), while for mobile studies, we will use mobile devices (the sensors are integrated into glasses that the user must wear during the study). When is Eye Tracking used? Eye Tracking has numerous applications as it provides support in fields such as: psychological studies, product design (automotive, packaging, ATMs, etc.)

web usability and advertising, among others. For example, we can analyze the way in which users consume a television advertisement and understand what messages are being seen, what spaces are most visible, the gaze pattern, etc. Below Brazil Mobile Number List we share a real case of users viewing an advertising spot for the automotive brand Toyota. Looking at the result of eye tracking, could we ensure that all users have seen the price? map If we focus on its application in web design and user experience, this technique mainly helps us optimize the design and interaction on our website based on the behavior and tastes of our users.



With eye tracking we can: Understand behavior : we can analyze what the main focuses of attention are, the usual path of our users' gaze and detect what content goes unnoticed. In this way, we will be able to determine behavioral patterns such as Nielsen's Layer-Cake Scanning by which we can establish that users scan web pages and only deliberately look at headlines, subheadings and some blocks of text. We will take these patterns into account when designing our interface to ensure that important messages are read and are appropriate for our target.