Implicit methods provide you with knowledge of the unconscious. However a comprehensive understanding can only be reached by combining both implicit and explicit methods. For example, often for eye tracking data to be interpreted correctly we must ask the user why they looked for such a long time at a certain object, was it interesting or unclear to them.
With explicit methods, we explore what the user is consciously aware of: We get them to reflect on their own feelings or thoughts, and gather their views and opinions.
In user experience studies, users may be asked to think out loud their thoughts and feelings during usage or we may replay the session back to the user and get them to reflect retrospectively on their own behaviour.
In the field of advertising research, we use focus groups and advertising effectiveness surveys to query Recall and Recognition of advertising materials.
eye square's Explicit Methods in an Overview
Some of our explicit Methods
Structured interviews: Trained interviewers ask for the opinions, problems and needs of your target group and address every user and consumer individually.
Online surveys: The online version of the interview. A large number of test persons can take part in the survey in a very short time. Crucial for any form of online study.
System acceptance ratings: Evaluation of the acceptance of advertising, product and website features with semantic differentials or others scales. For benchmark comparison.
Thinking aloud: user comment their own navigation and attention patterns simultaneously or retrospectively, uncovering labeling and usability problems.
Focus groups: Group dynamics reveal deeper insights into the target group's expectations in terms of advertising effectiveness, user experience and product innovations.
