En eye-tracking studie - Hur uppmärksammar människor annonser på nätet?
Grönroos, Johan (2011)
Grönroos, Johan
Arcada - Nylands svenska yrkeshögskola
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011122219143
https://urn.fi/URN:NBN:fi:amk-2011122219143
Tiivistelmä
I denna studie undersöktes hur människor uppmärksammar annonser på nätsidor för att hjälpa Operaria Oy att göra beslut angående placering och lönsamhet i online reklam. Operaria Oy är ett företag inom rekryteringsbranschen som behövde relevant informat-ion för beslut om annonsering som skapar mera synlighet på Internet. Studien utfördes med en Tobii Eye-tracker modell T120 som registrerade ögonrörelser samt programmet Tobii studios som användes för att skapa själva testet och för att analysera insamlat data. I denna eye-tracking studie användes en kvantitativ forskningsmetod som omfat-tade insamling av data, sammanfattning av data samt analys av data. I studien som ut-fördes i Arcada - Nylandssvenska Yrkeshögskola deltog totalt 60 personer. Testperso-nerna bestod huvudsakligen av personal och studerande i skolan. Studien avgränsades till nätsidor som Operaria Oy önskade att skulle ingå i studien, dessa var Kauppalehti.fi, Monster.fi och Oikotie.fi. På nätsidorna undersöktes testpersonernas sätt att se på sidorna och hur de uppmärksammade reklamen. Resultaten i undersökningen var att per-sonerna skannade sidorna uppifrån ner och var intresserade av bilder samt uppmärk-sammade reklam som smälte in i designen på sidan och var placerade högt uppe på si-dan. Med denna information torde Operaria Oy kunna göra beslut angående placering av online reklam för att skapa uppmärksamhet. This study examined how people note ads on web pages to help Operaria Oy to make decisions concerning the location and profitability of online advertising. Operaria Oy is a company within the recruitment industry that needed relevant information for decisions on advertising, which creates more visibility on the Internet. The study was performed with a Tobii eye-tracker model T120, which recorded eye movements and the software Tobii studios that was used to create the actual test and to analyze the collected data.
A quantitative research method was used in this Eye-tracking study that consisted of data collection, summary of data and data analysis. A total of 60 people participated in the study, carried out in Arcada - University of Applied sience. Test participants consisted mainly of staff and students at the university. The study was limited to websites that Operaria Oy wished that would be included in the study, these were Kauppalehti.fi, Mon-ster.fi and Oikotie.fi, the web pages examined test people's way of looking at the pages and how they noticed advertising. The results of the study was that the participants scanned the pages from top to bottom and they were interested in pictures and advertising that melted into the design of the page and was placed in the upper area of the page. With this information, Operaria Oy should be able to make decisions regarding the placement of online advertising to attract attention.
A quantitative research method was used in this Eye-tracking study that consisted of data collection, summary of data and data analysis. A total of 60 people participated in the study, carried out in Arcada - University of Applied sience. Test participants consisted mainly of staff and students at the university. The study was limited to websites that Operaria Oy wished that would be included in the study, these were Kauppalehti.fi, Mon-ster.fi and Oikotie.fi, the web pages examined test people's way of looking at the pages and how they noticed advertising. The results of the study was that the participants scanned the pages from top to bottom and they were interested in pictures and advertising that melted into the design of the page and was placed in the upper area of the page. With this information, Operaria Oy should be able to make decisions regarding the placement of online advertising to attract attention.