The qualitative studies department of Netsonda contains skills to develop projects from the definition of the objectives and methodology, to the recruitment, moderation, analysis and reporting of data. The approach of our team always rests in constant search of new methods, presenting not only the traditional Focus Groups or Individual In-depth Interviews (with recruitment through SAC), but innovative methodologies as Online Focus Groups, Eye Tracking, Online Communities, Ethnography, or iShare Workshops creative.
Below, we show some of these methodologies.
Usability Test with Eye Tracking
This usability methodology is based on the usage of a technological device that follows the user eye movement (non-intrusive system) in real time, acknowledging the unconscious and cognitive processes that lead a user to perform a task in a certain way.
Specifically, this methodology allows identifying which aspects of the stimulus have captured the user’s attention, where he looked in the first place and after that, for how long he stared at each of the elements and which of these have retained the user’s attention.
After analyzing the videos and the qualitative interviews conducted with the participants at the end of each test, a report is produced featuring all results that contain, among other outputs, the Heat Map (areas that captured most of the visual attention), the Gaze Opacity (the Heat Map inverted, meaning what was left out) and the Gaze Plot (a visual journey through eye movements between fixations, which allows to evaluate navigation patterns), the Gaze Replay (visual route in real mode made by each participant), besides a set of other metrics.
Communication Test with Eye Tracking
This approach uses two complementary techniques: the Qualitative Testing with Eye Tracking and Qualitative Exploration.
The first technique is based on the use of a technological device that allows you to follow in real time the user eye movement (non-intrusive system) checking unconscious and cognitive processes that lead to display a piece of communication in a certain way.
With Eye Tracking we can accurately assess what visual elements generate more impact, identifying communication hooks - collect information on what was seen, what is the default display and time / attention spent on each element
The exploratory phase aims to deepen the impact of communication and gather perceptions regarding appeal or decoded messages, among others.
In-Store with Mobile Eye Tracking
The use of Mobile Eye Tracking allows an in depth evaluation of the point of sale, providing useful information to the category management and to the communication strategy plan for the store.
With the use of glasses equipped with Eye Tracking technology, it is possible to track in real time the user’s eye movement, measuring the impact of a package, as well as a specific communication at the POS or even a price. Moreover, information such the way how a shelf is shown, identifying the areas of highest visualization and potentially the most interesting for product placement, is also collected.
Communication on mobile devices
More and more consumers turn to their mobile phone and tablet to surf the Internet, leading to an increase of advertising presence on these media. With the combination of Eye Tracking with qualitative interviews, we can measure the effectiveness and impact of these campaigns.
The first technique is based on the use of a technological device that allows you to follow in real time the user eye movement (non-intrusive system) checking unconscious and cognitive processes that lead to display a piece of communication in a certain way.
Using Eye Tracking, a technological device that allows you to follow in real time the user eye movement (non-intrusive system), it is possible to measure the impact of advertising: Was it seen? Did it catch the user’s attention? For how long?
This approach gives a set of indicators that provide greater accuracy to the information gathered.
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