The Eye Tracking Research can be applied in three different purposes.
First, the observation / perception effect of promotion (exterior advertisement included) areas in web-pgae. Second, the analysis of the layout design characteristics by interaction process analysis from the page within page. Third, is analysis of visual design enhance effect. Eye Tracking is a useful tool to observe the user's attention/recognition process therefore it is useful in measuring the promotion and advertisement effect.

Think User presents the ideal advertising design plan by inspecting the advertising effect of the web page through eye tracking. The user's eye movement is tracked according to the purpose of the service users then the user's movement (eye movement ) from the page is gathered. We give you the solution to find the ideal advertisement position that can increase the client's advertisement sales.

Eye Tracking System

We execute the Eye Tracking System and Usability Test simultaneously depending on the purpose of the research.
Our current system is View Point Eye Tracker manufactured at Arrington Research from the United States.

Application Example

• The left oicture shows an outline of the user's eye movement according to the purpose of usage. • Execute Eye Tracking  (27ch/WMV Format • Introduce Eye Tracking  KBS Network 'Spunge' Movie  (7min11sec/WMV Format)

Methodology

The effect of an online advertisement through a website can be devided in two catagories based on the user's behavior/movement/action.. First, measure how much the user has observed and percieved the advertisement then identify the effect. (ex: brand recognition) Second, identify the advertisement effect by obtaining the user's behavior/movement/ action results, such as getting information from visiting the advertiser's website, joining membership, making a purchase or payment.
When it is seen from the media-company(ie. Yahoo, Newspaper) point of view the second advertising effect has many variables (the user's purpose of service, preference, advertisement creativity.) complicatng the process, it is difficult for the media-company to measure and manage / control the effects of the advertisement. Therefor the media-company should provide high quality information and ability for the users so that they can observe and percieve and be encouraged to visit more. They should make a design strategy so the users can observe and percieve more from the advertisement itself while not interfering with the users purpose (getting information, checking email..) Since these coexisting issues-making the users observe the advertisement while not interfering with their purpose- must be solved, establishing design strategies like this is a very difficult task. Eye Tracking can be used as a tool to verify the website designs that are reflected by these coexisting issues from both aspects, the advertising effect and usability.


To be able to measure the user's observation/percievingness/recognition process objectively using Eye Tracking there must be a professional analysis of the result, the Experimental Design and Calibration. ThinkUser and Psychology lab. have been in collaboration in Eye Tracking research. ThinkUser has built specificity and has been studying exeedingly within the country.

Expectation Effect

The increase of observation, cognition of website advertisement can also be followed with the increase of sales. It is reported that as a result of the design modification made by ThinkUser 'A(Korea No.1 portal site)' portal site project, 30% of advertisement click rate has increased.