Observation and interviews are not enough

By observing people and asking them questions you can find out how they perceive information and what they remember.

But you won't know whether information that is not remembered has actually not been seen by the viewer.

Nor do you know whether the information has been seen at all, since your test subject may have been distracted by other elements (e.g. by an attractive face, a funny picture, too much information...).

You will only be able to find out what your test subjects have actually seen with the help of Eye Tracking.

Eye Tracking makes it far easier to find out why a test subject didn't see certain things or why he/she can't remember them.

Capture the User Experience

Combine gaze tracking results with so-called "thinking aloud" reports by filming users during tests and recording their comments.

All of this gives you a comprehensive picture of the entire experience a user makes during the test ("user experience").

You will then, for example, know why your test subjects didn't find the crucial login button on a website: You see where they look and you hear what they say.

Using the MangoldVision Eye Tracker gives you insights that you would never get without the use of this technology.