What sort of ROI are you wanting? A 60% uplift in sales because we understood how users were subconsciously making decisions? 22% uplift in sales because we saw the relationship between the use of language and the task? All 'stuff' that think-aloud wouldn't show you.
The way I see it, the world falls into 4 camps. Camp 1 Those that hate eye tracking because they have only experienced poor research. Camp 2 Those that view eye tracking as a threat to their career and just follow and bleet negative comments with no reference. Camp 3 Those that use eye tracking to occasionally supplement research and publish heatmaps and inferences, to fuel the paranoia of camps 1 and 2. Camp 4 Those that use it as a core tool for user experience research and possibly don't worry too much about the flat-earthers that are missing a huge opportunity to get inside the users' heads. Which are you? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=44684 ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [email protected] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
