Almost 56% of the respondents expect eye-tracking services to provide recommendations to improve the usability of the marketing media that includes 50% of the suppliers and 64% of the consultants. Almost 35% of the respondents expect focus group research and training to be part of eye-tracking services. It can be inferred from these responses that most of the professionals working in the usability domain classified themselves as consultants. It is also not surprising to see that 75% of the customers (3) expect eye-tracking services to provide all services including recommendations to improve usability, focus group research, professional training and cost effective eye-tracking services.
Table 10 - Expectations from an eye-tracking service provider
Interestingly, the level of respondent’s perception of client awareness to eye-tracking does not change the priority of customer’s expectation for eye-tracking service. A high percentage of the groups that perceive eye-tracking as “conscious or evolving” in Australia, value recommendations the most.
Table 11 - Cross tabulation of expectations versus client awareness
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