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Using Eye Tracking to Evaluate Email Notifications of Surveys and Online Surveys Collecting Address Information

About the Talk

October 17, 2014 4:10 PM

Washington, DC

Washington, DC

Using Eye Tracking to Evaluate Email Notifications of Surveys and Online Using eye-tracking methodology, the US Census Bureau’s usability lab is investigating how respondents interact with both email messages as well as design layouts for collecting addresses.

Email is a new way for the Census Bureau to communicate with our respondents. Both the Decennial Census and the American Community Survey are considering using email as a survey notification method. Initial usability testing of possible emails used eye-tracking techniques to understand what users read, what portions of the email they missed, what portion of the emails they spent more time on. The presentation will share eye-tracking results on the email messages.

In addition to testing possible census and ACS emails, the usability testing also included testing of address screens. For a census study, eye tracking was used to compare two different address collection designs to identify which design worked better for the respondent. We examined whether respondents saw and read the address question, the instructions, and other input fields. Results include analysis on the number of fixations per character. The eye-tracking analysis can be a good measure to identify areas of the screen that caused confusion, areas that worked well, and areas of the form that were missed and need to be re-designed.

Corresponding author: Erica Olmsted-Hawala, [email protected] , 301-763-4893 Elizabeth Nichols, [email protected]

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