“It’s good to talk“, said Bob Hoskins in the British Telecom (BT) campaign of the mid 1990s.
Here we had the largest telco in the UK encouraging folks to talk more to each other. Great advice, as things do tend to happen when people have conversations. Shame they couldn’t apply some of this thinking in their own back yard instead of throwing dollars at “solutions” that prevented conversations. A decade on and we’ve been paid back with Interactive Voice Response (IVR) and Auto Attendant technology, technological gatekeepers to the conversation. I haven’t witnessed such a relentless investment in technology, in spite of consumer needs, since the amphibious car.
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If, like me, you’ve been thinking about using eye-tracking studies to improve your user-centred design process but were unsure of where to start – well you’re in luck. I was fortunate enough to bump into James Breeze the CEO (his card has it as “Chief Experience Officer”) of Objective Digital at last weeks iMedia Summit. Objective Digital is the official Australian/New Zealand reseller of Tobii Eye Trackers well regarded as the world leader in eye-tracking hardware and software solutions.
James took the time to give me a one-to-one tutorial on the system and point out it’s less obvious benefits. I must admit I was surprised by how easy the system was to operate and how quick results were mapped. Now these machines aren’t cheap ($70,000 plus) but if you’re not sure it’s going to get enough use, then Objective offers them for hire (daily or monthly rates apply) and if you can choose to book them with or without an operating consultant.
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An experienced digital marketer and self-confessed Internet addict, Kristen specialises in helping brands use social media to build engagements, foster brand advocacy and generate positive word-of-mouth online.
In her previous role as the Creative Director for Attention – a New York based boutique digital agency – Kristen helped build and execute social media strategies for the agency’s impressive client roster, including: MAC Cosmetics, Aveda, Ritz-Carlton, Bluefly, Newsweek, Clinique, Hudson Jeans and Mashable.
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