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Internal Analysis Realeyes’ Capability to Internationalize
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Internal AnalysisRealeyes’ Capability to InternationalizeIn this section, the potential of Realeyes to globalize its services is analyzed by examining its service-process model (Business model). Eye-tracking service processUnder its strategy, Realeyes purposely keeps its business model simple and focus on the service efficiency. The existing business practice of usability testing tends to use psychologists to cherry-pick questions and research methods for selected interviewees whose number usually around 6 people. Interviewees are hired to have a long hour interviews, being asked questions or to participate in experiments, and rely on experts, usually from psychology background, to give professional interpretation. The traditional usability testing has the following defects: Sample selection bias: the sample interviewees are selected by marketing research agency, and inevitably some interviewees who take participating in survey as a job may be chosen more likely since they have time and willingness; they are familiar with the survey procedure and intention, therefore it is questioned that they might give a standard answer which misleading the survey’s accuracy. Time consuming: Traditionally interviewees are invited to participate in a laboratory and go through a long and in-depth interview, which usually takes hours or even days to complete. It’s time consuming and also cost intense. Sample size is arguable: most of the traditional usability takes 6 people as the sample size; although it’s claimed that all the samples are being carefully selected and interpreted by professional psychologist, the credibility and reliability are still questionable. As a practitioner of eye-tracking, Realeyes challenges these traditions and proposes a whole new business model which is faster, larger sample, and a more spontaneous interpretation. The company invites people in the public places to participate by read (look at) the eye-tracker for 3-5 minutes, and builds the report by analyzing these data through Tobii’s software. The whole working days will be controlled within 6 working days. (As shown in Figure) In order to have a more comprehensive insight of Realeyes’ capability for internationalization, three strategic approaches are adopted here. First one is the design school, which is “without doubt, the most influential view of the strategy-formation process.” (Mintzberg et al, 2009: 24) In this methodology, external and internal inputs, combined with the social factor and managerial values are put together, and accordingly produce a “pragmatic” strategy. For a better understanding of Realeyes’ unique business model, it is necessary to take a look of its service process and business scenario. There are three major types of service that Realeyes provide; first, standard eye-tracking service. After Realeyes receives the project content and confirm the deliverables, the staff will take the eye-tracker to a public place such as a train station, or a coffee shop, to ask people to collect the data. Generally one set of project will take down 50 samples but which is dependent on the project needs. After data is collected, they will be analysed by software which is mostly produced by Tobii- the tracker manufacturer, and a deliverable is built and sent to customer within 6 working days. Payment collection will be as most 40 days. The second type of service is only collecting the data and to leave the customer doing the interpretation on their own. The third type is interpreting the report for customer when the data is already collected by customer. Usually the second and the third type customer is also from the relevant industries but either lack of the eye-tracker machine or need a solution to interpreter data. Figure 30 shows a clear process of the service flow. 
Figure 20 - Realeyes Standard Workflow Download 4.93 Mb. Share with your friends:
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