Insight Show and Web Surveys (Australian and Outsider View) (N=130)
As mentioned in research methodology, a questionnaire using smart-surveys.co.uk and surveymonkey.com was also prepared for professionals from the digital media sector but working outside Australia in countries like UK, US and Europe. A total of 60 people answered this questionnaire. Similarly, all the 16 people who took the survey at Insight, London were aware about the eye-tracking technology but majority of the respondents were unaware of the Australian market. Thus, this section involves comparison of general questions about the eye-tracking and usability service industry. Please refer to appendix for detailed summary of these results. Interestingly, most of the results are very similar in all the surveys.
All surveys agree that the web is the most popular channel at the moment and will continue to be so in the near future. Also, Desktop/Mobile applications and gaming are tipped to become important marketing channels in future.
Figure 7 - Comparison of current marketing channels
Figure 8 - Comparison of future marketing channels
There is agreement across professionals from all countries that user-centred design is the number one research tool. Eye-tracking comes around number4/5 in all surveys again highlighting the lack of awareness of the usefulness of eye-tracking applications. The other reason might be that it is considered expensive as compared to other research tools.
The surveys also indicate that the expectations from eye-tracking services across the globe are very similar. Everybody expects recommendations as a key service. Also, most people would prefer additional research tools like focus groups and training to be provided.
Figure 9 - Customer expectations from an eye-tracking service provider
The opinion about barriers to accepting eye-tracking service is again very similar. Most of them think that providing training is crucial. However, close to 25% of respondents in the Outsider survey doesn’t see any barriers to accepting eye-tracking technology as opposed to 10% of the Australian respondents. This indicates that eye-tracking industry is probably more mature and accepted in countries like UK and US as compared to Australia.
Figure 10 - Barriers for accepting eye-tracking as a research tool
Lastly, when it comes to value gained from an eye-tracking study, the results are slightly different. There is division of opinion in the Outsider survey between 20-40% and 10-20%. On the other hand, in the Insight show and Australian survey, close to 50% of respondents think it to be 10-20%. As mentioned before, this again may be attributed to the higher level of awareness about advantages of eye-tracking in countries like US.
Figure 11 - Value gained by eye-tracking
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