Friday, October 18, 2013

Designing for Culturally Diverse Audiences

Designing for Culturally Diverse Audiences: Can Automated Attention Analysis Substitute the Eye-Tracking in Website Development?
By Tomáš Kincl, Ph.D. Dept. of Exact Methods Faculty of Management
University of Economics, Prague

Developers use a variety of methods to evaluate user’s reactions to the website. Research in neuroscience and natural vision processing resulted in the development of automated methods which simulate human attention and are able to provide similar results to eye-tracking. However robust evidence is still missing.

Our aim was to determine whether cultural differences between websites can be deduced not only through demanding user testing (eye-tracing), but could be also diagnosed via automated attention analysis. 

We utilized Feng-GUI to distinguish between six groups (each from different culture) of largest local and international beer companies. The websites were analyzed in terms of number of focal points and
their size.
Feng-GUI was able to provide similar results as eye-tracking and thus may significantly reduce website development cost and contribute to more efficient marketing communications.
The analysis confirmed that Feng-GUI can digest management relevant outcomes for marketing managers and web designers who oversee and take decisions about the international portfolio of brand websites.