Appendix E: ‘Insight’ London Trade Show: Face-to-face interview findings
As mentioned before the visit to Insight, London was purely exploratory. All the 16 people who took the survey were aware about the eye-tracking technology but majority of the respondents were unaware of the Australian market. Hence, only the responses to generic questions have been taken into account. It should also be noted that a few of them were prospective clients. Some of the key findings were as follows:
Interestingly, 100% of the respondents were of the opinion that currently the Web is the most popular media channel, and 80% of the respondents felt that even in future (2-3 years) the web would continue to remain the most popular.
Figure 6 - Insight Survey: Popularity of marketing channels (Present and Future)
Around 44%% of the respondents also felt that eye-tracking service should also provide additional services such as focus groups & training to add value to their business. While about 31% of them said that recommendations to improve usability were critical.
Figure 7 - Insight Survey: Expectations from eye-tracking survey
When probed about the possible barriers to acceptance of eye-tracking technology, majority of the respondents (43%) felt that providing training and awareness is the largest obstacle. 
Figure 8 – Insight survey – Barriers to eye-tracking
Willingness to spend on eye-tracking versus value added
About 50% of the respondents were willing to spend less than 5% of their marketing budget on eye-tracking services.
Figure 9 - Insight Survey: Willingness to spend on eye-tracking as part of marketing budget
On the other hand, there was no clear result when questioned about their willingness to spend on eye-tracking as percentage of their usability services budget. One of the reasons might be that for many usability projects eye-tracking is generally bundled as a part of the usability package and charged as a whole making it difficult to gauge it’s pricing as an individual component.
Figure 10 - Survey: Willingness to spend on eye-tracking as part of usability budget
The other interesting finding was when the results of willingness to spend on eye-tracking were cross tabulated with the expected customer value gained. 100% of the respondents (row 2 – column 3 of following table) who were willing to spend 5-10% of the usability budget on eye-tracking felt that it added 10-20% value. Overall, around 54% of respondents felt that 10-20% of customer value could be gained by employing eye-tracking services.
Table 40 - showing willingness to spend vs. relative gain from eye-tracking
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