Adding eye tracking to your car clinic study means you can combine the findings from interviews and observations with eye tracking data reveling exactly what the test person viewed during the test, in which order, and for how long.
Eye tracking gives objective and implicit insight to better understand the user interaction for new car models and features, influencing the decisions about design, marketing and pricing in the development of a new model.
Eye tracking can be used in quantitative automotive studies to report statistics on different measurements for larger groups of test participants, or it can be used in qualitative studies (such as in-depth interview and focus groups) for a deeper understanding of behavior.
Eye tracking is conducted at car clinics where respondents are instructed to perform an explicit task, and then freely explore the car without disturbing their natural behavior.
Examples of how eye tracking can be added to automotive research:
Typical research questions that eye tracking research can answer:
What design elements attract attention during the first 10 seconds that respondents views a new car?
What design elements are looked at when assessing the quality of a car?
How many respondents (%) viewed each design element?
For how long is each design element viewed?
How often is each design element viewed?