[ SERVICES / FIELD RESEARCH ]
MEASURE
REALITY.
Observe decision-making where it actually happens.
Field measurement shows how people orient themselves and decide in a store, showroom, at a stadium, in transport, at a workplace or in another real environment. We capture the gaze, the movement and the circumstances that cannot be fully reproduced in the lab.
Depending on the goal of the study we complement mobile eye tracking with observation, video recording or a follow-up interview. The result is concrete recommendations for the space, signage, product displays and work procedures.
DURATION
2–6 weeks
MEASUREMENT
Observation · mobile eye tracking
ADD-ONS
Video · interviews · GSR
PACKAGE
Field study
[ WHAT WE CAPTURE IN THE FIELD ]
Behaviour in context, not in isolation.
Real movement through space
We capture the route, stops, returns and the places where people change direction or hesitate.
Attention in context
We find out what people notice while moving and which information, products or signage they miss.
Moments of decision
We connect the gaze with interaction, product choice, task completion or a request for help.
The influence of the environment
We evaluate how behaviour is affected by the layout of the space, operations, lighting or the presence of other people.
[ WHERE WE MEASURE ]
Everywhere the environment changes decision-making.
A field study makes sense everywhere it isn’t enough to show someone a screen. We observe real movement, physical interaction and the surrounding influences that determine whether a person gets oriented and completes the task.
Retail and stores
Movement between shelves, category visibility, product displays, price tags and POS materials.
Services and showrooms
Visitor orientation, working with displayed products and the moments that lead to interaction.
Sport and events
Wayfinding in the venue, sponsor surfaces, refreshments, safety signage and the visitor experience.
Transport and cities
Information systems, maps, transfer points, signage and orientation in public space.
Automotive and mobility
Attention while operating a vehicle, infotainment, a charging point or a physical product.
Industry and workplaces
Work procedures, control panels, safety information and interaction with equipment.
Healthcare and services
Patient orientation, instructions, self-service elements and moving through a provided service.
Aviation
Passenger navigation, operational procedures, information interfaces and training situations.
[ MOBILE EYE TRACKING ]
Two sets. One precise protocol.
Pupil Labs Neon records the scene in front of the participant and, at the same time, the spot they are looking at. Its lightweight design allows measurement during natural movement through a space.
We have two sets of mobile glasses. Depending on the study design we can measure two participants at once, work in multiple locations or keep a backup setup for smooth data collection.
PUPIL LABS NEON (2×) · VIDEO · OBSERVATION · OPTIONALLY GSR
[ WHAT YOU GET ]
A recording isn’t enough. You need to know what to change.
We don’t hand over hours of video without context. We connect the key moments with the task, the environment and the participant’s behaviour and turn them into priorities for real operations.
First-person gaze recording
The video shows the scene in front of the participant and the spot they were looking at in a given moment.
Map of key moments
We mark the places where people search, stop, return or react to a stimulus.
Behaviour and context
We connect the gaze with the route, interactions, task success and the participant’s subsequent explanation.
Recommendations for real operations
We propose changes to signage, layout, communication, equipment or the work procedure.
[ HOW A FIELD STUDY WORKS ]
From a site survey to a change in operations.
Goal and location
We clarify the decision the study should support and the conditions of the specific environment.
Site survey
We walk through the location, the risks, the necessary permissions and the moments worth observing.
Scenario and piloting
We prepare the tasks, routes and protocol and verify them directly on site.
Field measurement
We calibrate and collect data with mobile glasses, observation or interviews.
Analysis and recommendations
We connect gaze, movement and situation and propose concrete changes to the environment or procedure.
[ QUALITY CONTROL IN THE FIELD ]
Real context. A controlled protocol.
The field changes every minute. That is exactly why we determine in advance what can be compared, record the measurement conditions and separate a genuine finding from a situation that arose by chance.
Calibration in motion
We check the quality of the recording before and during the measurement.
Changing conditions
We record foot traffic, light, noise and other influences that may change the result.
Comparable protocol
We set the tasks, routes and order so the recordings can be meaningfully compared.
Consent and privacy
We coordinate the study with the operator, work with informed consent and protect people in the recording.
[ FREQUENTLY ASKED QUESTIONS ]
What is field research and when does it make sense?
Field research observes people’s behaviour directly in the environment where they normally perform the task. It is suitable when the result is affected by the space, movement, surrounding operations or physical interaction, and a lab situation could not faithfully capture that context.
Does a field study have to include eye tracking?
No. Depending on the goal, observation, video recording and an interview may be enough. We add mobile eye tracking when you need to find out precisely what people noticed while moving and what they overlooked.
How does mobile eye tracking work technically?
The participant wears lightweight Pupil Labs Neon glasses that record the scene in front of them and the direction of their gaze. Before each measurement we calibrate and continuously check the quality of the recording.
How does field measurement differ from the lab?
In the field we capture the real space, operations and decision-making in context. But conditions change more, so we use piloting, a consistent protocol and record the circumstances that may affect the results.
Won’t the glasses disturb natural behaviour?
Any observation can influence behaviour to some extent. That’s why we give participants time to get used to the equipment and evaluate the opening part of the recording with a margin.
Do we need consent from the operator and participants?
Yes. We coordinate the measurement with the operator of the space, and every participant signs an informed consent form. We protect people captured in the recording and sensitive information according to an agreed data protocol.
How many participants do we need?
The number depends on the goal of the study, the number of environments and groups you need to compare. We propose the sample based on the research question, not on a single universal number.
How long does a field study take and how much does it cost?
Most often 2–6 weeks depending on the location, permissions, number of participants and scope of the analysis. After an initial brief and getting to know the environment we prepare a concrete schedule and price.