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BETA PREVIEWS
FLIGHT
RECORDER
and
TUNNEL
VISION
are ways to track where people are looking in text,
image, or web documents. This allows us to gain a better understanding
of what attracts someone's attention, what holds a person's attention, how a
person navigates through a document, what parts a person finds particularly
interesting or confusing, and such. Below are some examples
of how these tools can be used:
web
usabiliby study
- Will people get confused when trying to find information in your proposed
web pages? A Web page has only a few seconds to gain a person's share
of mind in real-world web time. If you cannot find what you want on a
web page, how many seconds before you click back to the portal that got you
there?
FLIGHT
RECORDER
allows us to trace mouse movements within a single web page in real time,
allowing the usability engineer to find confusing spots within a page.
By capturing sub-second level time and motion data in addition to click-through
data, we are able to guage the level of frustration and specific points of
frustration that a person encounters in navigating a web site. This is much
more rich in information than simply knowing that people click out of a site after
it is onoine.
physician
detail piece
- Where does a physician spend the most time in viewing a detail (advertising)
piece? What is the order in which detail points are studied? On this
demo, move your mouse on the text of the advertisement to show where you are
looking. When you are done, post your data and then play it back in real
time. (Current version will only save data from Netscape.)
persuasive
advertising
- Do people follow the points of an advertisement in any particular order?
How much share of mind is taken by the graphic elements in an emotion-laden
advertisement? Does this advertisement cause people to look at the
picture? On this demo, move your mouse over elements of the ad that you
wish to see. When you are done, post your data and then play it back in real
time. (Current version will only save data from Netscape.)
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How Tunel Vision works:
Click here
to find out how time and space
data are collected from a Web browser. The technology to do this is not
very new - Dr. Owen posted his famous Stroop Test
somewhere around 1997 after Netscape introduced
JavaScript. (The Stroop test is a game in which people with certain kinds of
learning disabilities actually do better than the rest of us.)
Putting this all together so that it keeps a database on a server was not so easy, and
creating an engine that makes it possible to quickly create the materials for a
marketing study required a lot of work.
F LIGHT RECORDER
and Tunnel Vision are now
developed to a point where each page of a study programmed and posted
on a server in about a day. Contrast this with the time and expense of scheduling
a research facility to do individual depth interviews, of the time and expense for travel
between cities, and such.
The greatest potential for this technique is not simply to remotely watch how a person
moves through a page of advertising, but to combine it with automatically generated
probing questions (with branching and piping survey techniques). E.g.,
Doctor, I noticed that you spent a lot of time studying Chart 1 in this detail piece.
Was this because it is
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