What do people see when they look? How do we feel when see someone or something? Until now these seemed to be questions with no demonstrable answer. We know what people are directing their gaze at, but how and what they interpret has been mostly non-quantifiable information. Thanks to new technologies these questions are beginning to get some answers, allowing the application of the study of vision to the field of usability in applications, games, ecommerce sites, and even research in personalities of politicians.

The Track of the Eyes

Eye tracking is an area of study that has been developing for more than a century when scientists started wondering which information is acquired through vision. These days, technology is making it possible to expand the boundaries of this field of research. With techniques such as “eye tracking” it is possible to get valuable information about how people look at items and then apply that information into the field of User Experience (UX) in order to optimize it.

Regarding the design of experiences, what was previously presumed today can be empirically known. It is as if the famous laws of Gestalt take on a new dimension – much more quantifiable, much more real, much more objective.

With this type of Eye Tracking technology one of the goals is to organize the elements that constitute a visual concept (interface, image, product) to obtain visual comfort and a better experience of use; detecting both “areas of interest” and “blind zones.”

The eye is actually the only exposed part of the brain, and the correct analysis of its movements can provide information about what happens at the neural level (Neuromarketing). In this way Eye Tracking is perhaps the most accessible methodology to be able to analyze what happens to us when we interact with our environment, at the neural level.

There are other tools to expand the spectrum of available information such as electroencephalograms, galvanic response, and recognition of facial micro-expression, among others.

Quantitative and Qualitative Analysis and Neuromarketing

There are thousands of perceptions, emotions and experiences of the socio-cultural environment that are generate within a person and an unlimited number of meanings that will determine their behavior when performing an action. This type of action has been outstanding in recent years in the neuromarketing field, finding itself in the search of applying its strategies in the field of the web.

The neuronal study has given a twist in the evaluation of the behavior of people within user interfaces. If we consider that most decisions are made in the subconscious mind, it is a key to understanding and anticipating the behavior of the user.

It is necessary to have the correct KPIs (Key Performance Indicators) when making a diagnosis, to be able to evaluate and measure what is necessary, without losing sight that the ultimate purpose of these tests is to improve the user experience.

At Celerative we believe in the importance of knowing the users and clients in order to optimize the experiences they have with products or interfaces, thereby improving business. This is why we launched this technological innovation back in 2014 – in order to provide more objective tools for our customers.

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Learn more about some of the most interesting applications for the use of these technologies (eye tracking, electroencephalograms, galvanic response, recognition of facial micro-expressions) at this link.