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Eye tracking allows the one to identify which items captures someone's interest and attention, understand how customers perceives the environment surrounding an ad or product, and discern what drives their decision to buy or take action.

With India’s continuous growth in the online space and ranking third globally with respect to the online users population; India has still more great opportunities left as the penetration is still 10.2% with respect to the population in 2011 (source – http://www.internetworldstats.com/top20.htm).

At 1Lotus Research, we typically blend eye tracking research with usability to get the best results in the online studies which are typically conducted on applications.

Eye tracking assists in adding qualitative and quantitative insights and metrics to traditional qualitative observations. It actually, provides insight into the actual visual behavior of the subjects rather than just reports of feelings like perception, issues, frustration, engagement, interest, and curiosity. However, because visual behavior and cognition are not always linked, it is essential to have both quantitative and qualitative metrics to have a clear understanding of the great user experience.

To know more about eye tracking research at 1Lotus Research, please do not hesitate to write us at info@1lotusresearch.com.

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