Eye tracking technology makes it possible to record eye movements and gaze flow, as well as mouse movements and clicks on the computer. This makes it possible, for example, to investigate how consumers perceive adverts or films. In addition, we can examine search behavior and the attention span of a test subject when using a website or piece of software. This allows us to make more objective conclusions about largely unconscious processes concerning perception, attention and how we process information.
The ISM Steinbeis transfer center works with eye tracking technology supplied by Tobii. These devices make it possible to record valid and reliable eye tracking data. Several systems are available. The stationary T60XL system with evaluation software is used especially for researching the effectiveness of advertising, as well as for usability analyses of software and websites. The Tobii Glasses are a mobile eye tracking system that we use for user experience studies, for example in the automotive industry. Particularly innovative is an eye tracking device for mobile devices, which makes it possible to perform detailed analyses of apps on smartphones and tablets.
Software-based online data collection
When conducting online surveys, ISM generally works with the powerful EFS Survey software from Questback.
Its user-friendly and intuitive interface makes it a complete professional solution for conducting internet-based surveys. The user can choose from 35 different question types and a detailed layout function. After successfully creating a questionnaire in EFS Survey, potential participants in the survey can be contacted either through banners, pop-ups, fading in the online link on the website or by e-mail invitations. In addition, it is possible to import personal data into the tool (from an Excel list, for example) to personalize the invitation.
Software conjoint analyses
Conjoint analyses are used above all in areas such as product development, pricing and market segmentation. The decompositional analysis procedure can be used to determine customer preferences. Test subjects are confronted with a range of product variants that represent a combination of different characteristics. The participants must give their preference for the individual product variants. These individual responses create an overall picture that can be used to determine customers’ precise requirements. Steinbeis ISM works with the Sawtooth SMRT conjoint software package. It allows us to conduct market simulations based on conjoint analyses.