Case Study "Web usability"
- Conducted by: UX Research & Consulting, Element 54 & MBA Recherche
- Location/Duration: Canada, April 2009, 15 days
- Purpose: Web Usability and Survey Reliability, a presentation for the 2009 MRIA Conference
In 2009, Canada`s largest eyetracking study was conducted. The goal was to find out whether the increased visual nature of online surveys supports or interferes with the goal of online surveys: to acquire unbiased, reliable data on a research topic.
Visual choices often distract and introduce more bias. Technology is not the only answer. Rich media in surveys must be used in a considered manner. Rich media questions should be tested against traditional ones before applying them to an online survey.
- Do participants understand the questions asked?
- Do modern questionnaires introduce more bias than traditional designs?
- How does respondent engagement differ between the two designs?
- Eye tracking analysis in lab environment
- Recording of user interaction (webcam and audio)
- One-on-One interviews
- Study survey by usability experts
- 100 participants in English and French
- Participants were asked to complete a series of both easy and complex questions in two online formats: traditional and modern interfaces
- Study design with SMI Experiment Center™
- Data collection with SMI RED remote eyetracker
- Analysis with SMI BeGaze™ software
- Analysis with Excel
- Areas of interest with fixation and glance counts
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