From the supplier perspective, close to 80% of the respondents (31) consider that in order to be successful in Australia, one needs to tie up with the partners. Not surprisingly, it includes 80% of the suppliers (8) and 77% of the consultants (16), majority of whom as mentioned before would most probably be from the usability services sector.
From the client perspective, there is a more visible split of opinion as 60% consider partnering with locals (21) as the way to go while 40% have voted for establishing local presence. Not only do more than 50% of the suppliers and consultants suggest tying up with local partners but also majority of the customers feel the same too.
In terms of ranking the various research tools from 1 to 5 with regards to their use in testing media usability, eye-tracking has been ranked at number 5 overall. Majority of the respondents influencing this ranking come from the supplier and consultants group. It must be noted that 50% of the customers (2) have ranked eye-tracking as number 1 for testing media usability. User centred design has been ranked number 1 overall, as close to 67% of the consultants (14) have contributed to that ranking.
Table 12 - Eye-tracking versus other research tools
Despite the perception of customer awareness in Australia, every group agrees “user-centred design” is the most favourable tool for testing media usability (ranking at 1 for all the groups) while “eye-tracking” and “other physiological tools” are the least favourable (ranking as 4 or 5 for all the groups). This may be more to do with lack of awareness of eye-tracking services acting as one of the barriers.
Share with your friends: |
