Eyetracking in China is one of the technological methodologies developed by Daxue Consulting. Our strong commitment to technological data collection 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 displays or stimuli. The final aims can be to:
The material studied and tested in these eyetracking sessions are Internet websites, advertising movies, smartphone apps, advertising boards, in-store merchandising, packaging, etc. According to our experience in using eyetracking methods, all industry is interested in this service. This methodology has been used in the automotive industry, food and beverage industry, educational industries, leisure and hospitality industries, etc. Every use is for the purpose of getting further information on Chinese consumers and to implement better practices. Our teams based in Shanghai and Beijing will ensure you the best eyetracking report and interpretation, focusing on Chinese behavior. We organize studies based on a sample chosen by specific demographic requirements. The report will contain our interpretation based on our knowledge and expertise.
Eyetracking in China is a useful tool to optimize the way people interact with your website. But remember that the goal is not to get them to see any one specific part of your page or to follow any particular path – the goal is to convert them. This is our primary focus when using eyetracking software. With this in mind, the benefits of eye tracking are as follows:
Daxue Consulting will use the eyetracking 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.
Eyetracking’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 a specific room used as an 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 analysis and the recommendations for usability improvement. To know more about our eyetracking expertise, please contact us.