KAYSVILLE, UT - FactOne Research Services evaluates how people respond to marketing media both behaviorally and emotionally. From Web interfaces and print advertising to packaging and television commercials, FactOne uses eye-tracking analysis to determine a person’s behavior, followed by survey/interview methodologies to evaluate their emotional response.

"Gathering data on the consumer’s behavior and their emotional response to the experience provides the best total picture to marketers. FactOne research offers academic credibility with a marketing savvy approach," said Ron Hendricks, president of FactOne. “Traditional interface evaluation and usability testing are expensive, time-intensive exercises, often done with poorly documented standards and objectives. Our solution provides accurate results that are proven, cost effective and faster than other methods.

”Participants used for FactOne studies are asked to perform specific tasks while state of the art eye-tracking technology records exactly where the person is looking, the order and how long they focused on each object in the task. The process is a natural, non-obtrusive interaction that allows the participant to view and use the displayed interface as part of their everyday actions. “A person viewing a Web site, for example, is given a few tasks to find information or navigate through the site and the technology monitors and logs their every movement along that path,” said Hendricks.

After recording the eye-tracking data, FactOne follows up with personal surveys and interviews to discuss the participant’s emotional response to the experience.. “Just because a person behaves in a positive manner, it doesn’t mean that he liked what they were looking at, and the reverse can also be true,” said Hendricks. “The best scenario is to have people behave the way you want them to while they develop a positive impression about your product and company.

"It was one of FactOne’s founders, Weber State University Professor Sheree Josephson, Ph.D., who pioneered the application of eye-tracking technology to the Web. Building on existing eye-tracking research, Josephson began using innovative "cross calibration" devices to gauge where the eye travels on a Web page with an accuracy of two to three pixels. When the eye finds something it likes, it pauses momentarily, or "fixates." Visual fixation is the key to cognitive processing, or learning, according to Josephson.

"The eye-tracking data collection process is always conducted in a natural setting," Josephson said. Participants are left to explore the Web site or retail store as they normally would. Participants are not required to wear or attach any device and they are not questioned during their interactions with the tasks while the eye-tracking analysis is taking place. This process ensures that the data collected is not encumbered with distractions that could contaminate the accuracy of the information. The only thing subjects may notice is an unobtrusive camera lens placed near the computer or television or a miniature camera lens on the baseball cap’s bill.

Hendricks and Josephson have been involved with this type of research for over 15 years and have founded research centers for some of the nations top advertising agencies.

For more information about FactOne, visit its Web site at www.factone.com or call (801) 520-7340