Eye tracking-study about customer behaviour online

About the project

An eye-tracking study with a focus on examining customer behaviour online. The study was conducted using screen-based eye tracking, where participants performed two tasks on the Swegmark website - first, finding the correct size based on provided measurements, and second, finding a solution to a common issue when purchasing a bra, followed by an interview. The participants were women aged 30-65+.An eye-tracking study with a focus on investigating customer behaviour online. The study was carried out using screen-based eye tracking where the participants had to complete two steps on Swegmark's website - firstly to find the right size according to specified measurements, and secondly to find a solution to a common problem when buying a bra, with a follow-up interview. The participants were women aged 30-65+.

Results

Although many participants were able to complete the tasks, a majority of them expressed that they had difficulty with reading size charts, and navigating through information. However, participants also shared that the information about the fit and size of a bra is important to obtain.

Project details

Title: Eye tracking-study about customer behaviour online; An eye for the right size

Year: 2024

Authors: Helena Yildiz, Kajsa Wärn and Amanda Bergklint

Course / Programme: Field study in retail / Bachelor Programme in Textile Management, with specialization in Fashion and Retail

Researcher / Supervisor: Gabriella Wulff & Marianne Louwerse

Case company: Swegmark

Technique: Eye tracking on screen