As part of my master's course "Interaction with text and image", I used an eye tracking experiment to examine the interaction of users with the Google search results page (SERP).
A total of 24 people participated in the study. The eye tracking data was collected using the software BeGaze and statistical evaluation was carried out using the software SPSS.
The collected data permitted answers to various research questions:
What influence does "search intention" have on the perception of the results?
Are the prepared search results used at all or has a so-called "banner blindness" set?
Does a user recongnize which search results are advertising ads?
Are advertisements of SERP perceived in the same way as organic search results?
My Tasks
- Study design
- Conducted the study
- Statistical analysis of the eye tracking data
- Documented the findings of the study
Download study (german)
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