work - what are the technical details?
works by collecting
two measures: time and place. We know where a person
is looking, and we know when they were looking there. This allows
us to track the ordering in which they viewed particular elements of an
advertisement and allows us to to track the amount of time that they spent
in viewing these elements.
collects these measures
by observing where a person places the mouse pointer, used as a surrogate
for where the eye is focused. Ideally, we would like to be able to
actually measure a person's eye movements, but doing so is simply not possible
in a real-world online environment and is cumbersome and expensive in an
mimics this by altering
the elements of the advertisement such that the respondent must move the
mouse to show us where they are looking. Elements in the periphery
are out of focus, brought into focus with the movement of the mouse.
Note that elements on the
page do not necessarily have to change focus. It is possible, for
example, to track the movement of the mouse cursor on a web page or standard survey,
whereby the respondent is unaware that we are observing levels of indecision
in answering questions. We can also measure changes in other than
mouse movement - the indecision time in typing answers on a keyboard, for
example, can also be measured.
do that anyone else couldn't copy? Why use SyKronix
to conduct an Automated Depth Interview?
Nobody has ever cornered
the market on good ideas.
uses programming techniques that anyone else could develop
-- given enough time, expertise, and resources
to do so. The technology of
will, we hope, one day
be commonplace in our industry. As far as we know, however, no one
else has yet been able to duplicate the capabilities of
to a point that is economically viable.
special equipment or software is required to conduct a
FLIGHT RECORDER project?
If the interview is conducted
online, the respondent only needs a normal modem connection and a state
of the art computer running Netscape. The online interviews and surveys
that we create are intended to download and run quickly through a normal
modem connection. The computer must have at least an 800x600-pixel
screen with at least 16-bit color capability, but this has been a low-end
standard for desktop computers sold in the last several years. Also,
the user must be using a recent edition of Netscape. These requirements
are to ensure that stimuli are displayed and measurements are made consistently
for all respondents. These parameters are checked when the interview
respondent logs in to the
long does it take to set up a
FLIGHT RECORDER project?
Short answer: a few days.
A single ad page can, in some cases, be scanned, programmed, and posted
on the Web in a single day.
Each project is necessarily
a customized job. Every advertisement is different, having different
images and bullet points to be studied. However,
is built with reusable
program modules whereby the greatest amount of work is to prepare the advertisement
scan for use by
There is a fixed amount of time that must be invested into each advertising
page in the study. There is also a variable amount of time that is
associated with the number of elements that are of focus in each advertising
page, and a variable amount of time associated with the number of
questions that are being used in any accompanying surveys.
This amount of preparation
and attention to detail is greater than would be the case in a study that
used only face-to-face depth interviews. However, it is really part
of the time that would be invested in the development of a topical guide
for face-to-face interviews: the online interview is the topical
guide. Since there is no need to travel or to schedule interview
facilities, recruiting and interviewing can begin immediately.
much does a
Financially, about the same
as the costs of a professional qualitative interviewer in a face-to-face
depth interview study. If
is used with an online
Automated Depth Interview, then there is a savings in the financial costs
associated with interviewer travel between cities and with facility rental.
costs are primarily made up of the time for programming the topical guide
- about one day of staff costs per advertising page or about one day of
staff costs per three flat web pages to be studied. If an advertisement
is being tested with
technology during a face-to-face depth interview, then the time to prepare the
materials will be in addition to the interview costs.
The largest savings in conducting
an online Automated Depth Interview using
is in time. Qualitative
pre-testing of an advertisement or web site can be started and completed
within days rather than weeks.
Run a Tunnel Vision demo of