Colliding the eye tracking and qualitative methods in assessing online consumer behaviour



Year of publication 2018
Type Article in Proceedings
Conference 17th European Conference on Research Methodology for Business and Management Studies ECRM 2018
MU Faculty or unit

Faculty of Economics and Administration

Web Google Books- Proceedings on Google Scholar
Keywords eye tracking; retrospective interviews; consumer behaviour; digital environment; attention; website experience
Description Interest in investigating consumer behavior from different perspectives and in different settings has increased. As we are living in the digitalized world, the important aspect of consumer behavior shifts to the digital platforms. Therefore, how customers response to online stimuli is the question to think about. The goal of this paper is to investigate the consumer behaviour online by applying the combination of eye tracking technology and qualitative research methods on a selected sample of university students. The controlled stimulus is the educational website. The emphasis is on the available measurements from both eye tracking data and interviews, their interconnection and interdependence. The overload of information a person receives in a day puts a pressure on creators of online and digital deliverables. We do know that human senses filter the information or visual elements, some of them reach the conscious and some of them remain unnoticed. Our study confirms that the value of eye tracking (ET) technology in explaining the consumer behaviour appears to be underestimated. Generally speaking, consumer neuroscience can significantly benefit research in the field of consumer behavior, particularly in the attempt to better understand human behavior in decision making processes. In particular, ET technology can help to the development of new products, including websites as well and adjust them to the needs of the targeted market. One of the greatest benefits of using eye tracking to improve the layout or the content on the website is that it does not involve asking or rating, but using. Moreover, considering its potential, there is a relatively small number of studies of ET but ET is already attracting the attention of marketers in areas not previously considered. In addition, our paper advocates that the deeper understanding of the ET results is achieved by applying other techniques, such as retrospective interviews. In a nutshell, we propose to digital marketers to use the combination of the eye movement measurement and the retrospective interviews when investigating the perceptions of the online content. The eye movements tell about individual’s visual attention path, while the retrospective interviews let them re-live the experience.
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