Eyetracking in China

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Eyetracking in China: how to use it?

Eyetracking in China is one of the technological methodologies developed by Daxue Consulting. Our strong commitment to technological data collect and our consultant’s deep knowledge and experience of Chinese consumers’ code and patterns make Daxue Consulting
a proven partner for any eyetracking project or research in China. The purpose of such methodology is to track and understand the behavior of Chinese consumers in specific situations. Through Eyetracking in China, our teams analyze the patterns of your
target consumers according to different display or stimuli. The final aims can be to:

  • highlight some conversion path,
  • identify most optimized call-to- actions,
  • determine usability effectiveness of website features and of course
  • develop actionable recommendations for website refinements of our clients and to improve usability

The material studied and tested in these eyetracking sessions are Internet websites, advertising movies, smartphone APP, advertising boards, in-store merchandising, packaging…. According to from our experience in eyetracking methods usage, all the industries
are concerned about this service. This methodology has been used in automotive industry, food and beverage industry, educational industries,  leisure and hospitality industries etc. Every used is for the purpose of getting further information on Chinese
consumers and best practices. Our team based in Shanghai and Beijing will ensure you the best eye tracking report and interpretation, focusing on Chinese behavior. We organize study based on sample chosen by specific demographic requirements.  The report
will contain our interpretation based on our own knowledge and expertise.

Eyetracking in China: how do we work?

Daxue Consulting will use the eye-tracking data that could be collected by different techniques.  The most frequent one is to analyze the visual path of one or more applicants across an interface such as a computer screen. All the data’s observations are translated
into a set of pixel coordinates. From there, the presence or absence of eye data points in different screen areas can be examined. This type of performance is used to determine which features are seen, when a particular feature captures attention, how
fast the eye moves, what content is ignored and virtually any other gaze-related question.  The eye tracking data can be examined to measure the cognitive state and workload of a participant. Eye Tracking’s patented Index of Cognitive Activity (ICA) is
among the most widely used of these metrics. It has been validated in multiple contexts as a trustworthy indicator of cerebral effort. Daxue Consulting has capabilities for Eyetracking in Beijing, Shanghai, and Guangzhou. It includes specific room use
observation center and all the technological material needed. We can then manage the full process of your research, from the setup of the project, the creation of the eyetracking guide adapted to Chinese consumers to the final analyze and the recommendations
for usability improvement. To know more about our eye-tracking expertise, please contact us. See also: