Methodology

Scan-path e Mapping

The scan-path (static, dynamic or interactive) reproduces the visual strategy of the subject. This permits one to reconstruct the sequence of access to information contained in the stimulus to be able to interpret the significance decoding made by individuals.
The scanpath can refer to an individual or a group.

 

Gaze Replay

Similar to the scan-path, but functions dynamically; gaze replay provides video playback of the eye movements of each individual involved.
Replay understands the access sequence to different areas of the visual landscape by offering inferences geared towards the priorities of the participants: Data notes on the actual perception of the information shown. In the case of a stimulus video, one can obtain cumulative gaze replay information on all of the subjects.

Hot Spot

The Hot Spots, or thermal maps, are images of the stimulus object, marked by areas that are colored more or less intensively.
The most intense or “hot” areas represent the most highly observed areas by the subjects, in terms of frequency and duration of fixation (pausing on the elements considered significant) which determine the point of active perception of information.

Area of Interest

The information, be it graphics or a creative composition of a visual scene, can be individually identified as “areas of interest” (AOI).
The comparison of areas of interest, heterogeneously contained in a single stimulus (e.g., brand Vs. text, text Vs. image), or homogeneous in different stimuli (e.g., brand Vs. brand, etc.) allows for the measurement of the quality (by some set parameters) of information communication. There are different tests: brand monitor, test environment, readable text, etc.

Custom Index

Eye tracking introduces the possibility of measuring indices to identify, through a score or scores, the quality of access/interaction between different types of stimuli.
Amongst these, for example:
the threshold of perception; the individual performance/attentiveness during the execution of tasks; the qualitative index of the interaction; the index of visual impact.

Complementary Methodologies

In conjunction with eye tracking methodology, especially in studies of usability and user experience, other methods of data collection can be used.
Research skills enable our team to carry out tests based on observations of behavior and protocols such as: verbal spontaneity, thinking aloud, cognitive walkthroughs, questionnaires, interviews, etc.