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i² Online Research: i² Server Studies
What can you do with i² Server? Tracking:
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Homepage visits, visit duration
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Navigation path/ user flow on one website or/and between various websites
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Click-through-rate (CTR)
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Potential of ad contact (where is your target group?
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Search word tracking (what is your target group interested in?)
Simulate:
Examples of what we can do:
Survey:
 Flyer: Online Brand Insights (pdf, 639 KB)
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What are your insights?
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Who are the users, who gets your ads, when and where, for how long?
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Where are the users (what are the perfect platforms for your ads?)
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How effective are online ads within your media campaign (survey and tracking data)
Key Performance Indicators --> Ad Effectiveness (recall and recognition of brand/advertising) -
Do frequency and effective reach meet your needs
(How many contacts are needed to prove an effect? What effects do higher contact doses have?)
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What kind of ad has the best effect? (prototype testing, banner vs. skyscraper etc.)
What are your benefits?
You can optimize your online marketing depending on the insights gained in an i-Server study.
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Online marketing budget allocation
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Mono online ad effect vs. mixed media effects
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Optimization of effective reach
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Optimization of average ad contact
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Online marketing optimization
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Which banner type worked well?
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Was the prototype successful?
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Have all ad elements been seen during the exposure?
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The i² Pathfinder
Visualizing the Navigation Path
Our unique new forward-looking feature of our software Visualizer, the i² Pathfinder, is able to analyse and visualize the navigation path of the users over several pages:
You see both eye movements and mouse movements, and the path the users are taking.
Thus you have an overview what is happening on your web pages, and how the users are interacting with your website over a period of time.
Pathfinder Case Study: Deutsche Bank
In this case users were asked to inform themselves about career options at Deutsche Bank.
Users started at the Homepage (the top-left screen). The red checkers are indicating clicks on the screen. The small red arrows are marking transitions from one page to another by clicking a link. The blue cycles are proportional to the average reception duration subjects have spend on a screen. The blue arrows are indicating the percentage of subjects that have chosen a specific screen transition.
Identification of False Clicks
i² Pathfinder visualization shows several "False Clicks" on the Flash movie in the centre of the career page. "False Clicks" are clicks that happened on an area that users expected to be a hyperlink area but which is actually not.
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Pathfinder Case Study: Vodafone
Identification of Inefficient Information Architecture
In this study the users were asked to inform themselves about the different price plans on the Vodafone homepage. Information concerning this topic can be found in various areas of the Vodafone website.
The i² Pathfinder analysis identifies and visualizes redundant and inefficient navigation behaviour. It so helps to optimize information architecture to decrease task times and increase user satisfaction.
Pathfinder Case Study: Nokia
Identification of Navigation Behavior
In this case the users were asked to look for a new mobile phone on the nokia.com website. The i² Pathfinder visualization shows that users prefer to navigate by clicking on pictures instead of using the pull down menus.
The i² Pathfinder can track and visualize clicks on flash movies and image maps. By tracking the users mouse click in conjunction with the surfpath the i² Pathfinder enables the evaluation of alternative navigation options on a webpage.
See here a video of the eye square Pathfinder:
i² Pathfinder (mpg Video; 1.68 MB)
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i² Visualizer
The i² Visualizer allows for an in-depth and complete quantitative analysis of eye tracking data and is offering numerous visualization options. i² Visualizer is continuously enhanced by eye square and is more powerful than any other tool for analysis of eye tracking data.
Websites
Types of fixation analysis:
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Quick perception of navigation elements (express fixation)
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Reading of text (textual fixation)
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Pictorial processing of banners (pictorial fixation)
Print
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Stores
TV Commercials
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Analysis Modes of i² Visualizer
The Visualizer features color coding and visualization of all characteristic data and depiction of several analysis modes on one chart (layering).
Fixations
- Individual and aggregated fixations
- Differentiation between various types of fixations (express, pictorial, textual)
Areas of Interest
- Duration of attention, number of fixations in an area of interest
- Gaze transitions between areas of interest
- Number of visits on an area of interest, number of fixations per visit
- Sequences (reception sequence between areas of interest)
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Other Options
- Frame-exact analysis of video-stimuli (eg. commercials)
- Integration of sales data and interaction data
- Video and image export
- Data-export to Excel or SPSS
 
Gaze Density (with Color Coding)
Here you see different applications and types of evaluation with our analysis software:
The i² Visualizer (18,5 MB)
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Measurement of Eye Movements
Remote Eye Tracker
The remote eyetracking system registers the gaze direction by means of infra-red and pattern recognition technology.
The eye tracker is either placed in front of the screen or is fully integrated into it. Participants don't need to wear a helmet. This allows a very natural testing situation.
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Applications:
Copy testing, website testing, catalogue testing, magazine testing and simulation studies.
Article: New Ways to Visualize Eye Tracking Data.
Technology News International, No. 80, Year 2005.
Article: Eyetracking and its application in usability and media research. Schießl, M., Duda, S., Thölke, A., Fischer, R. (2003).
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Headmounted Eye Tracker
Two small cameras mounted on a bicycle helmet record eye movements and the visual field.
These helmets are light-weight allowing them to be easily worn for longer periods of time.
Test participants can walk around without restrictions, making an exploration of your customers' behavior at the point of sale possible.
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Skin Conductivity Reveals Emotions
The combination of several physiological measurements (skin conductivity, eye gaze, heart-rate) allow real-time evaluation of the emotional and attentional response.
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Physiological measurement of arousal state
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Recording of unconscious processes, otherwise not accessible
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Non-reactive procedure
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Useful addition to eye tracking and interviews for all testing, particularly for TV studies.
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i² Image Lab
Mind Maps
Mind mapping is a technique which provides insights into users' brand perception before and after interactions with a company or its products (e.g. the web site).
Before the test subjects start the usability test they will tell us the major associations they have with the brand. A logo is presented in the middle of a large sheet of paper. Every test subject will write all the associations she has with the brand on cards and group them. After the usability testing we show the test subject again their mind map and ask them if anything has changed.
Semantic Differentials
Semantic Differential measures the general brand image on basic dimensions like evaluation, strength, activity, trust. Semantic differential scales are also used in a pre post test design. We integrate further image dimensions that are important for you in the Semantic Differential. For copy testing we use an eye square standard instrument.
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Implicit Association Test
The IAT is a reaction-time-based test that we use to measure attitudes towards brands, products, or stereotypes.
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The IAT measures automatic, unconscious attitudes which are not otherwise discernable (Greenwald, 1998).
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The IAT is not influenced by intentional distortions of judgement (Greenwald, 1998; Schießl, 1999; Kühnen & Schießl, 1999).
The IAT was developed and validated at the Yale University in many fundamental research studies. Michael Schießl concentrated on the usage of implicit methods in marketing research while researching at the Yale University. eye square was as the first Geman marketing research company able to establish the IAT and to use it succesfully. Originally developed as a statistically valid psychological testing tool, the IAT is free of the distortions of judgement that are common in other types of questionnaires or interviews.
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Qualitative Methods
In Depth Interviews
In our in depth interviews a trained psychologist is exploring the brand perception of your clients with psychological techniques. Emotional and cognitive associations are collected.
In contrary to the classic interview the psychologist is not mainly asking for the participants opinion, but he is reflecting together with the participiant his line of argumentation and the reasons lying behind - thus exploring the very in depth structure of his opinion.
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Focus Groups
Focus groups are a classical instrument to test new products and concepts and to get new ideas and deeper insights into users' habits of usage, and motivations for usage. With focus groups you can collect lots of different opinions and ideas within a very short time.
Approx. 6 - 8 participants per group are invited to our lab.
We use frequently creative methods in our groupos (painting, collage). |
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Online Surveys
With online surveys you are able to reach large user groups cost efficiently and fast. First results can be evaluated even during the survey.
We develop online questionnaires with your company's CI. We can integrate pictures and videos. The survey is integrated with a pop up on your website, or the participants get an individual invitation per email with a personalized link. Usually the required amount of completed questionnaires is achieved within days.
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Very often we combine qualitative studies as focus groups and user testings with an online survey. The usability test gives hints about relevant issues, and thus we can plan the online study more easily: We develop a questionnaire that asks only for those things that are really relevant for the users.
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i² Reality Tracking
Participants wear a cap with an integrated camera. Everything they see and hear is recorded, enabling you to enter your customers' world!
Reality Tracking Example
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Context Analysis:
What kind of environments do consumers encounter during a normal day?
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Analysis of product usage:
How are products purchased and how are they used in real life?
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Mixed Media Analysis:
Which media is used? When and for how long?
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Mixed Marketing Analysis:
Which advertisements are perceived? When and for how long?
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eye
square GmbH ▪ Schlesische Str. 29-30 ▪ D-10997 Berlin 
