It’s Never Too Early Or Too Late To Learn About Eye Tracking In Mobile User Experience Research

Just a quick post today to point out an excellent article by Mariana Macedo at Smashing Magazine that examines eye-tracking within mobile devices, an endeavor most nonprofit performing arts orgs won’t have the luxury of exploring.

As a result, resources like this are that much more valuable in that they allow groups insight into larger patterns that can translate to their own sites. There’s a good bit of basic information to understand how eye tracking works and how the data can be analyzed.

And if you are one of the fortunate groups that can explore eye tracking on mobile devices, there’s some good insights into how to go about the study.

Be sure to catch the part about Advertising In Context where the author examines the performance of paid/sponsored product placement alongside organic search results.

 Subsequently, the participants of the study were asked to shop online for a pair of headphones. Here it was not specified what type of headphones that should be. Participants were directed to the webpage of Amazon where they saw different products from this category with different brands being displayed.

The analysis of Oculid’s eye-tracking data provided by the advertisement in context revealed that the specific headphone displayed in the video advertising received more visual attention than products from the competitor brands.

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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