Eye Tracking

Nelli & Niina here..

After a stressful week of hardwork with long working hours, we are redo to tell you what we have been working with!

The research we have been working with in collaboration with SIIR & Stayhard is about a tool called Eye Tracking. Eye Tracking is a tool, or program, by the company Tobii, that is used in order to track and follow eye movements. The tool can be used for different purposes, in our case we are using it in order to analys consumer behavior based on their navigational behavior on Stayhards website.

The tool is used by designing a test on the computer screen where the consumer is sitting in front of and doing the test. In our Eye Tracking test, we first gave the consumer a task on the screen, when the consumer press ’enter’, Stayhards website is opened, where the consumer does the test.

The task given to the consumers was to pick out an outfit with 3 garments, including a pair of jeans from Dr.Denim.

The tool is available at the University of Borås inthe retail lab.The lab. is built as an illustration of retail store. In the pictures you can see both the parts of the retail lab and the Eye Tracker. The picture above is parts of the retail lab. where you can see that it is built as a store.

The picture illustrates the Eye Tracking tool.