User Experiences with Eye Tracking

Eye tracking: In this article, 30 men and 30 women were asked to look at a picture for 5 seconds, and the statistics of the points they looked at with their eyes were recorded. We wanted to share these user experience results with you.

As a result of our studies and tests, we saw that what people express with their eyes aligns with the thoughts hidden in their subconscious. To explain this more concretely, we are sharing a test conducted on male and female participants who were unaware that their eye movements were being tracked.

Where Do Men and Women Look?

During the test, 30 men and 30 women were asked to look at the picture above for 5 seconds.

This map shows the eye-tracking heat map for women, meaning the points they looked at.

This map also shows the eye-tracking heat map for men, meaning the points they looked at.

NOTE:

The red color on the map shows that the point was looked at for a longer time than the other points through eye tracking.

The result was really surprising. As you can see here, Men and Women are way more different than expected.

If we were to look at the results of the eye tracking research

Women pay more attention to the ring on a man’s left hand to tell if he’s married.

Men, on the other hand, care more about a woman’s face, chest, and stomach than her marital status.

Women are especially interested in bikinis. Men, on the other hand, aren’t really interested in what the woman is wearing.

Learning such important details is almost impossible with classic research methods, but with EyeNavigator, it is now possible to uncover them.

People can’t always tell the truth, just the truth. There are many reasons for this, like social taboos or simply not being able to think of it at the moment.

Because eye movements are very fast, our eyes reveal the definite truths to us by making subconscious movements before our thoughts can even settle.

If we need to give an example about the usage areas of this technique;

The sender wants to send a marketing email and send the email they prepared earlier.

When the recipient opens the email, they spend the first few seconds checking whether the email is useful. Based on this decision, they’ll decide whether to throw the email in the trash or not.

The point we focus on is making sure that the email content can grab the recipient’s attention in just a few seconds.

With EyeNavigator Studio, we visually present user experiences on your products.