Eye tracking mixed media campaigns - a HSBC case study
Commissioned by the UK’s leading recruitment marketing and employer branding agency Penna Barkers, SimpleUsability Ltd has measured effectiveness of a new campaign brochure and website for recruiting graduates to HSBC.
This case study shows that:
· The Tobii T60 XL Eye Tracker enabled efficient mixed media testing that involved displaying large stimuli and studying small details.
· Complete used journeys, from printed brochure to website, could be tested without messing around with screen settings.
In addition, the case also shows that eye tracking highlighted strengths and weaknesses that allowed the customer to make confident decisions about design changes and wording usage.
Posted by Objective Digital
