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.

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About Objective Experience

Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

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