Web Analytics Lab

“In the past, specially trained people studied the facial expressions of participants and assigned them to basic emotions. Today, a software makes this possible in real time.” Ilona Pezenka (Project Manager – Web Analytics Lab – FHWien der WKW)

A large part of human behavior is controlled by unconscious processes. To better understand these processes, several different biometric sensors are available in the Web Analytics Lab at FHWien der WKW. Our mobile lab can be applied in a wide range of areas and enables a combination of emotion measurement, skin resistance measurement and eye tracking.

For example, we researched at FHWien der WKW:

the effect of advertising media
the usability of websites
as well as service interactions such as chatbot interactions or sales conversations

Contact

Marketing & Sales Management Study Programs

FH-Prof.ⁱⁿ Mag.^a Dr.ⁱⁿ Ilona Pezenka
Senior Researcher

Tel.: +43 690 40 476-110

Practical media impact research

The possibilities of psycho-physiological methods are extremely diverse and practical applications can be found in different areas. The FHWien of WKW operates the Web Analytics Lab primarily for research in marketing and sales management. The system, which is currently installed on two laptops, enables extensive analyses of digital content (such as static ads, websites, videos, photos and logos). In addition, six other devices are available for conducting Computer Assisted Personal Interviews (CAPI) as well as Computer Assisted Web Interviews (CAWI).

The Web Analytics Lab – a laptop with the appropriate software – enables:

Eye-tracking analysis (Screen-based Eye-Tracking)
Emotion measurement (emotion tracking via webcam)
Skin conductance measurement (Galvanic Skin Response via Shimmer)

This setting allows the mobile use of this technology in teaching, research and practice. Current applications include:

Analysis of visuals, video spots and chatbot interaction
Usability studies

Eye-tracking is used for the analysis of advertisements and websites. Eye-tracking data reveals the distribution of visual attention. Gaze patterns and fixations sequences for user-defined subregions of a displayed stimulus are subject of analysis.

With facial expression analysis you can test the impact of any content, product or service that is supposed to elicit emotional arousal and facial responses. Emotion tracking by facial expressions identifies 7 basic emotions (joy, surprise, fear, anger, disgust, sadness and contempt), 15 facial expressions and 33 facial features.

Galvanic Skin Response (GSR) is used to measure physiological arousal (triggered by emotions or stress). The stimulus on the screen leads to positive or negative arousal. While Emotion Tracking identifies the triggered emotion, GSR provides information about the strength of this emotional arousal.

Example of measuring advertising impact

In traditional A/B testing, the participants are shown two different static ads on the monitor. Eye movement, facial expressions and skin conductance are recorded. This is followed by a short self-report questionnaire on recall, acceptance and preference.

Results:

Results of the eye-tracking can be displayed as a heat map or gaze plot on the presented stimuli or in previously defined sub-areas.

In addition to the predominant emotion, the results of the emotion tracking also provide a measure of the positive or negative overall impression, as well as the engagement and focus of the participants.

The intensity of emotions can be presented as a comprehensive overall result, as well as specific partial results (e.g., groups of participants or time segments).

Examples

BUWOG

In a business field project with BUWOG, three micro-sites were analyzed for usability to optimize the website of different objects.

The participants had to perform eight tasks (previously defined with the client). The gaze and mouse movements were recorded, and afterwards the participants were questioned in detail. Based on these analyses, the students finally worked out different creative concepts for the micro-sites.

HOFER

In a business field project with Hofer, students were tasked with reviewing the current Hofer leaflet using eye tracking and developing it further from a strategic point of view.

The participants looked at the individual leaflets and then answered questions about the general impression, legibility, design and recall of individual products. The eye movements were recorded and analyzed, allowing valuable conclusions to be drawn about the design and readability of the leaflets. The analysis focused in particular on the effectiveness of the leaflet in comparison to the competition, with a focus on identifying strengths and weaknesses.

Horizont3000

In the project with Horizont3000, the focus was on menu navigation. Here, the main page and previously defined subpages were examined regarding the findability of information.

The participants had to perform different tasks, such as free surfing, but also finding specific information. Afterwards, they were asked about their impression of the sites, the orientation and the navigation. Based on the eye-tracking analyses and the survey, numerous suggestions for improvement were finally developed.

FHWien der WKW

The redesign of the FHWien der WKW website was also subjected to a detailed analysis. Together with the Corporate Communications team, search scenarios that applicants in particular go through were defined and finally tested.

The goal was to ensure the easiest possible orientation. The gaze and mouse movements were recorded, and the participants were then questioned about their general impression of the site as well as about usability and potential for improvement.

Possible applications...

… in marketing

Measurement of

emotional arousal
attention
acceptance
preferences

… in sales management

Biometric Sales Coaching
Optimization of sales excellence

Examples

Analysis of text (online text or print in pdf format)
Analysis of images (online or pdf format), e.g. advertising posters, individual pages of a website
Analysis of logos (e.g. three different logo proposals)
Analysis of webshop elements
Analysis of social media (e.g. Facebook pages)
Analysis of short promotional videos (up to 3 minutes)