Convincing Execs: Using Eye-tracking Results in Understandable and Persuasive Ways
By Laura Faulkner, PhD, Strategist at FalconDay Consulting and Research Scientist at The University of Texas at Austin, USA
Abstract: If you have ever been on the hot seat of presenting results to executives, you know the challenging, sometimes frustrating, and sometimes puzzling questions they ask. Presenting eye-tracking results can be particularly powerful, but can also be misunderstood and misapplied. Dr. Faulkner presents the do's and don't's of executive communications, including 5 keys to packaging and presenting your results and conclusions to persuade and spark leadership to action.
20. “Before leaving the house, … stop,
look in the mirror, and remove one
piece of jewelry.”
- Coco Chanel
20th century fashion
designer and stylist
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
User experience gives us many tools to claim our space. \n
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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.\n
If you are wondering why the ‘ouch’ - this is a ‘heatmap’ of web-collected mouse clicks.\nMouse-click data does not equal eye tracking data!\n
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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.\n
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.\n
Otherwise, you waste political capital that is better spent later on.\n
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!\n