Activity, Interaction & Usability Limited takes existing eye-tracking facility mobile

July 19, 2006 (PRLEAP.COM) Business News
After becoming the first usability company in Scotland to set up eye-tracking facilities in April 2006, Activity Interaction & Usability Limited has launched it mobile eye-tracking service.

"Because our eye-tracker is not static we are able to provide contextual research. Understanding of the context of any real activity gives the best possible insights into the effectiveness of product placement and advertising" says Karl Smith, Managing Director. Eye-tracking follows the eyes pupil and records what a person is actually seeing, where their eyes focus and often more importantly what they don’t see that it was expected they would. Activity Interaction & Usability Limited is able to integrate their eye-tracker into social and business environments as these heavily influence buying patterns. The eye-tracker is completely remote and can be carried in a small pouch. The light weight eye-tracker allows testers to walk around while wearing remote capture equipment, to wander down high streets, walk into shops or view computer screens, TV's or cinema presentations. Eye-tracking is also used in testing marketed materials including interactive television, product placement, billboards, store graphics and films. The company also offers a special service dedicated to media companies where the dailies (rushes) from TV advertising and program product placement are tested using eye-tracking to see if the embedded brand messages are being passed to viewers. In this way the effectiveness of the advertising can be tested before the end of the shoot.

Activity Interaction & Usability Limited based in Glasgow and Edinburgh is a market research, contextual usability, brand recognition and business intelligence consultancy. We strongly believe that “one size does not fit all” in the commercial realm and develop testing methods to suit our clients business functions.
We offer practical support in the development of internet, software, hardware, product, advertising and marketing fields. We are;
• specialists in testing technology and media with children and teenagers
• specialists in building research tools for clients
• specialists in brand recognition testing
Our brand recognition consultancy services are the ideal way to enhance your brand, discover how you are viewed, assist in building trust with consumers and establish goals in marketing and internet activity.
Activity Interaction & Usability Limited was established in 2006, and provides services throughout the UK and Europe.
0141 354 8868