Only 13% of the respondents (5) think that there are no barriers to accepting eye-tracking for usability and all of them are either suppliers (2) or consultants (3). Whereas, close to 50% of them feel that providing training/awareness sessions on eye-tracking services and its ROI is a barrier. The suppliers and consultants seem to reflect this opinion too. From the customer perspective, there is no clear opinion as their responses are equally spread across different options.
Table 13 - Barriers to accepting eye-tracking technology
When we cross-tabulate the responses to the barriers to acceptance of eye-tracking for usability testing with respect to what one would expect from usability services to add value to his/her business as a consumer, the resultant plot would give us encouraging findings. The cross-tabulation shows us to interpret that those who offered consultancy to improve the usability of marketing media used good means to reach out to the segments in Australia to spread awareness about eye-tracking. There was a 51.6% cross-tabulated response with 22 out of 43 responses from experts in the usability/marketing industry in Australia. This could have been done by either speaking in seminars or trade events, handing out brochures that illustrate the objective benefits of eye-tracking or simply posting Case studies on the company website. Realeyes has done so apparently, on its current website.
We could also interpret it as a company incorporating best practices of illustrating how much eye-tracking can deliver to improve your media’s return on investment should also be capable enough to provide consultancy services, since it has the knowledge and the expertise to be able to put together a strong business case of the benefits of eye-tracking. There was a 51.6% cross-tabulated response with 20 out of 38 responses.
Cross-tabulation also showed that providing after-sales support was closely associated with consultancy, which meant that just offering eye-tracking services by delivering the report to the client’s doorstep wasn’t enough to ensure profitable business. About 23% response was obtained to support this.
However, 21% of the respondents agreed that all customer expectations of value-add were valid and conducive in lifting each of the barriers to acceptance in eye-tracking by providing awareness, after-sales support and forging strategic partnerships. Hence, one would need to provide consultation, auxiliary services as well as be operationally cost –effective as a provider of eye-tracking by relying on strategic partnerships, provide more end-to-end service whilst educating customers on the benefits of eye-tracking versus the traditional methods of usability research.
Table 14 - Cross tabulation of eye-tracking barriers versus expectations
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