9. Eye-tracking is at a distinct
advantage to have impact
on decisions.
Why?
Wednesday, June 13, 12
10. Execs need it now, need it
right, and need it supported.
Wednesday, June 13, 12
11. Specific POV
High-level view
Laser focus
Deep-dive
Rapid decision-making
Wednesday, June 13, 12
12. Understandable in 5-15 seconds
Execs need it now, need it
right, and need it supported.
by data, that is
Precision & accuracy
are key
Wednesday, June 13, 12
13. Key 1.
Craft messages that can be
quickly taken in, and reused
to convince someone else.
Wednesday, June 13, 12
The idea is to present what you know or have learned in a form that will actually be read, understood, and influence the actions of someone who has a high-level view, multiple complex concerns, and precious little time
to attend to all of them or to you.
14. Create a
single-sheet
printout that
can be
snatched and
taken to the
next meeting.
Wednesday, June 13, 12
15. Create a
single-sheet
printout that
can be
snatched and Uh oh... Your
audience just
taken to the expanded to
next meeting. folks you don’t
even know
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16. Tell me the WHAT
the SO WHAT
and the NOW WHAT.
- Sonja Mathews, VP for Marketing, USAA
Wednesday, June 13, 12
17. Key 2.
Bridge the execs to
understanding and action.
Wednesday, June 13, 12
18. Show what to ‘see’
then ‘notice’
then ‘look at.’
Images courtesy of www.mediative.ca
Wednesday, June 13, 12
Image source: http://searchengineland.com/eye-tracking-on-universal-and-personalized-
search-12233
20. “Before leaving the house, … stop,
look in the mirror, and remove one
piece of jewelry.”
- Coco Chanel
20th century fashion
designer and stylist
Wednesday, June 13, 12
21. Key 3.
Choose every view as if it
will be framed on the wall.
Forever ...
Ouch! (In this case, mouse click
data does not equal eye-tracking data.)
image courtesy of SimpleUsability, Leeds, Yorkshire, UK
Wednesday, June 13, 12
If you are wondering why the ‘ouch’ - this is a ‘heatmap’ of web-collected mouse clicks.
Mouse-click data does not equal eye tracking data!
22. Choose every view as if it
will be framed on the wall.
Forever!!
Wednesday, June 13, 12
23. Key 4.
Face the ‘challenge’ when
questioned.
Wednesday, June 13, 12
24. Tell only what is needed.
Explain when asked.
Wednesday, June 13, 12
25. Listen to whole questions
before answering
Wednesday, June 13, 12
When you interrupt with your answer, two things can happen: 1) You may miss the ‘real’
question that would have come up; and 2) You lose credibility by sounding overconfident.
26. Stand your physical ground.
Wednesday, June 13, 12
Step neither forward nor back. Step back and you lose authority; step forward and you issue
a challenge. These are instinctive human behaviors that get interpreted at a subconscious
level. Strengthen acceptance of your results by standing solidly centered.
27. If a challenge is accurate,
accept it and move on.
Wednesday, June 13, 12
Otherwise, you waste political capital that is better spent later on.
28. Execs do need your opinion,
based on your expertise
What you know
What you learned
What that means
Wednesday, June 13, 12
If you do eye-tracking at all, you are more of an ‘expert’ in it than they are. Execs need what
you have learned, and they need what you have to say!
