1. 1 Eye Tracking and Usability Research: A Qualitative Approach Presented to LA UPA February 1, 2011 By Jay Zaltzman, President Bureau West Marketing & Research

2. Tel: (818) 588-6050 email: info@bureauwest.com Bureau West Marketing & Research 2 Who we are Consortium of researchers –Conduct qualitative and quantitative research, both online and in-person –Including a good deal of website usability testing – usually from a qualitative point of view: combination observation and discussion BTW, the Qualitative Research Consultants Association annual conference is in Vegas in Oct. –See qrca.org

3. Tel: (818) 588-6050 email: info@bureauwest.com Bureau West Marketing & Research 3 Using Eye Tracking Eye tracking has been part of our arsenal –I call it the "argument ender" –Empirical evidence regarding what web users notice, where they look first, where they hesitate, etc.

4. Tel: (818) 588-6050 email: info@bureauwest.com Bureau West Marketing & Research 4 When we use eye tracking Clients have specific design questions –Want to know where users have difficulty –Internal arguments about how users approach the site But they usually also have conceptual questions

5. Tel: (818) 588-6050 email: info@bureauwest.com Bureau West Marketing & Research 5 Our methodology We combine eye-tracking with a qualitative interview –Provides context Eye-tracking done together with Morae How we do it –Video clip

6. Tel: (818) 588-6050 email: info@bureauwest.com Bureau West Marketing & Research 6 Our methodology (continued) We see where they look in real time The conversation provides context –It causes some distraction, but distractions exist in real life, too!

7. Tel: (818) 588-6050 email: info@bureauwest.com Bureau West Marketing & Research 7 Questions …and discussion

8. Tel: (818) 588-6050 email: info@bureauwest.com Bureau West Marketing & Research 8 Thank you Jay Zaltzman Bureau West Marketing & Research –Our Research Tidbit newsletter keeps you up to date on what's new and interesting in marketing and market research each month –Please send me an email if you'd like to receive it. Just email jay@bureauwest.com and write newsletter in the subject line