New Zealand’s first commercial eye tracker

13 December 2011

New Zealand’s first commercial eye tracker

Optimal Usability, New Zealand’s leading design research company, today announced that it is offering an eye tracking service for the first time in New Zealand.

Eye tracking uses sophisticated technology to reflect invisible infrared light from the viewer’s eye and pinpoint exactly where he or she is looking. Eye tracking helps to better understand emotions and cognitive processes by tracking eye movement and eye-fixation patterns.

According to Trent Mankelow, CEO of Optimal Usability, “It’s amazing technology that uses sensors in the base of a special monitor to track eye movements to within millimetres. Our eye tracking service allows you to climb inside your users' heads and see your designs through their eyes.”

An example of the power of eye tracking was demonstrated earlier in the year when Optimal Usability tracked the eye movements of people as they completed tasks using websites of companies such as TVNZ, Westpac and TelstraClear. One of the findings was that participants’ gazes were drawn to bright colours, people and faces, and movement. This worked against TelstraClear whose homepage contained a brightly coloured message implying that customers may receive slow service.

“This is where eye tracking shines,” says Mankelow. “It offers a level of insight that you can’t get any other way.”

Eye tracking is used in many fields including academic research, consumer and market research, and in website usability studies.

Optimal Usability’s eye-tracking offering is available immediately.

About Optimal Usability
Optimal Usability is New Zealand’s leading user experience consultancy. We find out how people use websites, products or services, and use this information to make the world a more user-friendly place. We have over 200 clients, including Air New Zealand, Fisher & Paykel Healthcare, Sovereign Insurance, ASB and ACC. Optimal Usability is 9-years-old and New Zealand-owned, employing 19 people in our Auckland and Wellington offices, plus seven staff in the Australian consulting business (Optimal Experience). Last year we passed the 10,000 user mark for our product company (Optimal Workshop), with more than 90% of revenue offshore and a customer list including CNN, NASA, BBC, Facebook, Intel and many other global brands.

More at www.optimalusability.com.

ENDS

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