Clearly, most of the respondents feel that an additional value of 10-20% can be gained with the help of eye-tracking services as close to 50% of them have voted for this option. Interestingly, 100% of the clients and more than 50% of the suppliers and consultants agree with this figure too.
Table 18 - What do different groups think about value gained by eye-tracking research
Cross-tabulating Question 9 with Question 10 chiefly tells us that an alarming 48.9% of response count projected that 10-20% gain was observed when at least 5-10% of resource was spent on eye-tracking from your usability spend.
The spending level perceived was the same as additional value expected of 10-20%. Both responses, willing to spend down to less than 5% and 10-30% would look stronger, as the figure illustrates.
Client companies saying they would gain more than 40% through eye-tracking, hardly willingly spent any money on eye-tracking services. Hence, eye-tracking was not seen as a stand-alone service, from a recent information source (Response count = 4.4%).
All in all, a 10-20% gain looks promising with companies intending to spend over 5-10%.
The average response count was 8.5, and the results were quite conclusive and evaluative.
Table 19 - Cross tabulation of value gained versus willingness to spend
When expectations that clients perceive from usability services are cross-tabulated with the % relative gain or loss obtained from choosing eye-tracking for testing clients’ usability, we get the following.
Both factors indicate the degree of client’s expectation of customer-perceived value added through eye-tracking, and also the additional relative benefits obtained from eye-tracking, against other methods such as providing accessibility, training, and traditional usability services like User-centric design.
A fascinating 57.8% response count indicated the strength or the ability to provide advice of eye-tracking, particularly when we can analyze from it that about 10-20% gain might be obtained, if a company agrees to provide the advisory services.
A good 33% of response count focuses on providing more than just eye-tracking (Q5, option b). This figure seemed to discuss that they can achieve 10-20% gain is possible.
Table 20 - Cross tabulation of value gained versus eye-tracking expectations
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