The competitive edge of seeing, perceiving and experiencing the world through the eyes of the user

It is often difficult to translate insights about users' experience of a product or service into concrete actionable insights and improvements.

The reason is most often that the data and insights available are based on ‘what’ happens in the interaction between user and product or service, and not ‘why’ it happens.

In order to deduce concrete actionable insights, there is a need for rich qualitative enlightenment collected in the meeting between the user and the product or service. These are insights based on experiences that are manifested through a mix of expressed and latent needs, the user's mind-set, context, experiences, expectation, feelings and narratives.

The answers to ‘why’ something happens, however, are far more complex in their construction, and often time-consuming to collect, process and translate the insights into concrete efforts that can be used to improve the users’ experience.

In this presentation Jakob will demonstrate how using eye tracking method, behavioural analysis and attitude-based research can be triangulated, systematized and quantified to obtain unique insights into how the user sees, perceives and experiences the world. Furthermore, how these insights can be obtained in a simple, time saving manner.