Focus suites usability testing & eye tracking credentials + case studies

Usability Testing &
Eye Tracking
Technology

Focus Suites Solutions & Services Pvt. Ltd.
Updated Date : 20.04.2010

BACKGROUND INFORMATION OF FSPL:
FSPL is Asia’s Largest Qualitative Marketing research Fieldwork firm specializing in Multi-Country Studies. It
is one of the viewing facility provider in Middle East and Asia’s Largest Qualitative Research Facilities Service
Provider with State of the Art Focus Group Suites across major cities in India, Indonesia, Thailand, Vietnam,
UAE and China, all of which are centrally located in their respective cities.

• Only research facility provider with one way mirror facilities across Asia Pacific & Middle East
• Only research facility provider with usability testing and eye tracking support services
• Independent Full Service Market Research Firm in middle east
• 30 CATI stations for Global and local studies
• 9 full service locations across Asia & Middle East
• 20 field offices across APAC & Middle east
• Qualitative. Quantitative. Data Collection. GLOBALLY
• Ensuring the right client interface on all occasions and the highest quality of fieldwork across
Global locations.
• Best in class Qualitative and Quantitative Researchers with decades of study- salient Experience
• Detailed knowledge of local customs and cultural nuances necessary to decode respondent
attitudes and behaviours
• Completing studies within client timelines and budgets each time – Every Time !
• FSPL has a in house research data processing and advanced analysis team for data preparation

(includes data entry, cleaning, coding, aggregation, merging and summarization)
• Open ended coding, Translation, Data Tabulation, Data Analysis using a wide variety of statistical
methods and multivariate analysis supported with statistical tools & tests

160, L.B.S. Road, Kurla (West), Mumbai – 400 071 India Ph: - (+91 22) 2654 0721 www.focus-suites.com
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EYE TRACKING TECHNOLOGY:
This technology is the first non-intrusive technology of capturing visual attention and emotional response.

Eye tracking is primarily used to measure eye gaze, but can also measure the pupil size and blinks with high
precision. These parameters reflect, amongst other, the immediate emotional response and may indicate interest
in the subject of attention.

Eye blink rate and pupil dilation have been found to be indicators of cognitive processing as well as the level of
emotional arousal.

How the technology works:

• The eye tracker has sensors of the monitor where it tracks every detail of your eye. This includes pupil
dilation, blink pattern, amplitude of blink, gaze pattern.
• Initially before testing any stimulus the eyes are calibrated by following a red dot on the screen
and focusing on a cross in the center of the screen.
• The eye tracker tracks the “gaze” of a consumer looking at a product, brand, ad, billboard or
website exposed in a natural environment
• The technology calculates the time spent on specific point s called the “Areas of Interest (AOI)” or
singularly, Attention Point and also the emotional involvement of the user
• The importance of the AOI is determined by the total time spent on the point and the number of
visits
• For brands, the attention points should ideally be “communication cues” or “points of action” that
increase the willingness to enhance brand retention
• The data collection starts with a gaze calibration of the respondent. After a successful
gaze calibration, the respondent is told that a series of pictures would be displayed for an
equal amount of time. Before the stimulus image, though, there was a series of five

intensity images (experienced as grey noise) for light calibration purpose

Spotlight:
The Spotlight shows the distribution of attention with the help of a
semi-transparent layer superimposed on the stimulus. Areas which
attracted much attention are more transparent than those which
attracted little attention. The areas which attracted the most
attention are classified as Attention Points.

Results:

Attention Point: Each Attention Point contains a red circle
in its ‘center of attention’ (where the most attention was
focused) with a number inside. This number indicates the
sequence in which the Attention Point was visited based on
the Hit Time. The first area the respondents visited first (the
one with the lowest Hit Time) is given the number 1, the
second is given number 2 etc.

Highlight:

The Highlight feature enables users to select certain areas manually,
and generate results for them. This feature is particularly useful when
the user needs to know whether a specific area like a logo, tag line,
message, specific parts of the stimulus etc. has attracted enough
attention or not.

Result:

Highlight has a green square with a number inside marking the center

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of the area, called a Target Point. This number indicates the sequence in which the Target Points were visited,
based on the Hit Time. The area the respondents visited first (the one with the lowest Hit Time) is assigned
number 1, the second is assigned number 2 etc.

Results are calculated for each Attention Point, and they are shown on little yellow ‘sticky’ notes:

Statistical output:
The emotional response is evaluated for a stimulus exposed to a group of no less than 10 valid Respondents. It is
recommended to use at least 30 respondents of the same gender to evaluate the average arousal level for the
stimulus. In Emotion Tool the arousal measure is referred to as Emotional Involvement, indicating the strength
of the emotion being elicited to the presented stimulus.

The average arousal or the Emotional Involvement tells how strong an emotional reaction the group
experienced on average to the exposed stimulus. The scale is linear and range from zero, indicating no reaction,
to ten, indicating a strong emotional response.

The 95% confidence interval of the Emotional Involvement is given in the user interface of the software.
Additional statistical information is provided in a tabulated text file output, including the 95% and 90%
confidence intervals, the standard deviation of the Emotional Involvement and number of valid
respondents. This information can be used to make further statistical tests and compare results between
studies and segments.

Affectivity is calculated from the individual arousal estimate. It indicates how big a fraction of the
respondents experienced a strong emotional response (arousal ≥ 5) when exposed to the stimulus.

When comparing two stimuli, it is interesting to know if the given average arousal estimate for the stimuli
are significantly different or not. One way to get an indication about this is to compare the confidence
intervals and see if they overlap.

A more reliable method is to perform a test of significance to investigate if there is a significant difference
between the average arousal estimates of the stimuli. Emotion Tool provides a comparison matrix for all
tested stimuli


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USABILITY TESTING:

Focus Suites conducts usability testing, qualitative market research and Web site usability evaluations.

Our goal is to help the Client’s company improve the effectiveness of an interface through objective research that
allows rich insights to be gathered from the target audience.

Our principal consultants have deep roots in traditional advertising, direct marketing, online communications
and user interface development – we excel at meeting tight deadlines and budget requirements

We make things easy for our clients by managing all the details during an engagement and have completed
usability testing and qualitative research projects in over 20 cities in India & Asia Pacific.

Usability testing’s of website increases customer satisfaction and productivity, leads to customer trust and
loyalty, and inevitably results in tangible cost savings and profitability.

• Navigation and user friendliness of website for customers
• Increased user sales & productivity

Based on years of experience integrating labs for usability testing research, we have constructed a portable
lab that can easily be transported and set up in less than 15 minutes.

Focus Suites has Usability Testing Labs and setup capabilities across 5 countries and 11 major cities in
Asia Pacific region


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OUTPUT OF

EYE TRACKING TECHNOLOGY AND USABILITY TESTING:
The combination of eye tracking and usability lab is accompanied by a trained moderator - technician; it has
been specially designed to support companies in testing their interactive products and services.

• It utilizes the latest video and computer technology –which include remote controlled cameras, scan
converters and digital switching equipment.
• The system captures images of research participants from different angles in real time as they
interact with the software or hardware being tested.
• Facial reactions, hand/eye movements and body language are combined electronically with images
of the product being tested and are displayed in a picture-in-picture format, providing simultaneous
observation and feedback of the product/participant interaction.
• Record user interaction with a Web site or application, including desktop activity, audio,
camera video and a complete chronicle of system events, all synchronized into a single file.
• Create Custom Markers and Tasks
• Record without Disturbing the User
• Easily Measure User Satisfaction
• Customize What, When and How

OBSERVE IMPORTANT MOMENTS
• Collaboratively watch the user experience with your entire team, mark important
moments when they happen, and easily track task start and end points.
• Never Miss an Important Moment

• Edit Notes during the Recording
• Easily Segment Tasks in Real-Time
• Immediately View and Share Session Videos
• Start and Stop Recorder without Disturbing the Participant

ANALYZE & VISULAIZE THE RESULTS
• Quickly and automatically analyze data, calculate usability metrics, and build graphs.
• Fast, Automatic Analysis and Graphing
• Clearly Visualize Important Results
• Sift Through Hours of Video in Minutes
• Instantly Calculate and Graph User Satisfaction

CRITICAL INSIGHTS:

• Quickly and automatically analyze data, calculate usability metrics, and build graphs.
• Easily Assemble Key Moments into a Video
• Produce Multiple Videos in Less Time
• Add a Professional Touch with Title Clips and Transitions
• Easily Share Videos with Any Audience

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FIELD WORK PROCEDURES AND QUALITY CONTROL
Project Briefing:

In Briefing, the entire job is discussed in detail, giving both the Supervisor and Interviewers an opportunity
to study carefully the job specifications.

Field instructions will be reviewed and practice interviews will also be conducted to familiarize the
interviewers with the questionnaire

Individuals will be assigned quotas and specific duties with the project.

Recruitments & Interviews:

• Briefing to all supervisors across targeted countries
• Recruitments from the database supplied by the project manager
• Supervisor Assistance at the recruitment and interviewing level
• Adhering to the Study Specifications / Criteria
• Following all study procedures and Instructions
• Depending on the project 100% quality checks on recruitments, 30% on supervision are
conducted

Supervisors Assistance:

Each research project has a adequate supervision.

Supervisor is a very important communicator between the project manager and the Interviewers.

The Supervisor ensures mock calls / pilots before the actual interviews and makes sure that the
Interviewers are well trained to go live on the project.

Supervisors are qualified to do 30 % or a 100 % back check of the field responses before sending it to
the Q.C team.

The Q.C team checks them through all possible questions to ensure good and quality responses and
sends the report to the project manager. The QC team reports to the upper management.

Extra care is taken when addressing a Open ended responses as these are most valuable ones.

Sample Sources:
• In house database
• Local business directories ( Online & Offline )
• Local industrial directories ( Online & Offline )
• Local online panel

We have a local presence model in place; so that we very well have control and hands on the study being
fielded in any center. Our local team gives prompt feedbacks on the local project movement by daily
updates and holidays, if any to the project manager deployed.

As we have a local presence model in place; our local supervisors and teams will source samples from local
online and offline business databases + directories as well local search engines ( such as in China
www.google.cn and so on)

Project Manager Profile of the project per country (Short description of job level and qualification):

We share a single point contact for the entire project. The project managers profile is as mentioned
below: Bachelor of Science (Mathematics/Physics/ Chem) PGDM – Marketing. Currently
handling national and international fieldwork projects, recruitments. Content analysis, making
summary/ final reports / presentations

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EYE TRACKING & USABILITY TESTING CASE STUDIES
CASE STUDY 1:
Type of Study : Quantitative (Phase 1) + Qualitative (Phase 2)
Methodology : In-depth, Usability Testing
Proto- type : Mobile Application

RESEARCH OBJECTIVES:
• To measure and gauge the mobile applications used by the consumers
• To understand the Usage and Attitudes towards the mobile applications used by the smart phone
consumers
• To understand the perceptions of the proto type developed ( Concept exposure was been done in the
quantitative phase )
• To evaluate the navigation and the user friendliness of the application
• Perceptions about the changing interfaces and the options laid down

TARGET AUDIENCE:
Quantitative, Phase 1 : Telephonic interviews (CATI) with smart phone users (Consumers)
Qualitative, Phase 2 : Usability Testing: In-depth interviews with smart phone users (Consumers)
TARGET CENTERS:
QUANTITATIVE : Mumbai, Delhi, Taiwan, Shanghai, Tokyo, Seoul, Singapore, Bangkok,
Hong Kong, Jakarta and Kuala Lumpur
QUALITATIVE : Mumbai, Shanghai, Jakarta, Bangkok and Kuala Lumpur

CASE STUDY 2:

Type of Study : Qualitative

Proto- type : Mobile Application on a GPRS enabled devices

• To evaluate the turn by turn navigation mobile applications used by the consumers
• To understand the Usage and Attitudes towards the turn by turn navigation applications used by
the smart phone consumers
• To understand the perceptions of the proto type application developed
• To evaluate the navigation and the user friendliness of the application
TARGET AUDIENCE:
Qualitative : Usability Testing: In-depth interviews with GPRS enabled devices users
(Consumers)
TARGET CENTERS:
QUALITATIVE : Mumbai, Dubai and Hong Kong

CASE STUDY 3:
Type of Study : Qualitative
Proto- type : Intranet of the Client’s website
• To understand and evaluate the user friendliness of the intranet
• To understand the perceptions of the intranet website proto type application developed
• To understand the inconsistent links between the departments
• To understand the indexing patterns and the inter departmental navigation pattern
• To understand the optimization of the search tool used
TARGET AUDIENCE:
Qualitative : Usability Testing: In-depth interviews with Client’s employees
TARGET CENTERS:
QUALITATIVE : Shanghai and Dubai

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UNIQUENESS OF FSPL:
Focus Suites Solutions & Services Pvt. Ltd. is one of the Middle East & Asia’s only largest independent full
service market research fieldwork agencies.

International Operations:
Focus Suites Solutions & Services Pvt. Ltd. has state of the art one
way mirror qualitative research viewing facilities for focus group
discussions across six countries (viz. India, Indonesia, Thailand,
Vietnam, China & UAE) and eleven locations which are all centrally
located in their respective cities
FSPL has full service operations in six countries and specializes in Multi-Country
Qualitative, Quantitative (CATI) and Online Market Research with its foot prints in
Middle East, North America and the Asia Pacific.

Expertise:
• Multi-country Projects
• Hard to recruit fieldwork
• Primary Healthcare Research
• Usability Testing
• Advanced statistical analysis
• Mystery Shopping

Embracing Technology:
Computer Aided Telephonic Interviews:
We have our international CATI centre which allows us to dial anywhere in the world
and conduct in -language telephonic interviews. We have particular expertise in hard
to recruit and field countries.

Eye tracking Tool:

Focus Suites has an Eye Tracking Tool.
Typical Market Applications comprises of:
• Print Ad pre-test
• In store point of sale (POS) & Shelves
• Outdoor Advertisements
• Movie /TV product placements & Trailer Advertisements
• Flash Banners & Websites (For Web applications)

Usability Testing:
Focus Suites Solutions & Services Pvt. Ltd. is the ONLY one of the Asia’s largest
full service market research agency with the state of the usability testing labs
and one way mirror facilities for focus group discussions across six countries (
viz. India, Indonesia, Thailand, Vietnam, China & UAE ) and eleven locations
which are all centrally located in their respective cities

Online Panels, A New way forward:
Focus Suites offers access to a continually expanding online panel of consumers, B2B professionals and
doctors in India, Indonesia, Thailand, Vietnam, UAE and China. Panel participants are various healthcare
specialists who have agree to take part in medical and pharmaceutical market research studies conducted
by Focus Suites.

Continuing excellence:
We have worked with various Advisory, Market Intelligence, Market Research Clients, Media Agencies
and Consulting Companies in the world over assisting them with Quantitative, Qualitative and Online
research methodologies in Asia Pacific and Middle East Region.

Focus Suites has served Clients from advertising agencies, healthcare and pharmaceutical companies,
FMCG/CPG companies, retail companies, automotive companies, telecom service providers, media
companies, governments, cooperatives, consumer durables, banking, insurance and finance companies,
technology companies and also in many other diverse industries.

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