Where Are We Looking? A Practical Approach to Managing Knowledge Captured from Eye-Tracking Experiments

This chapter contributes to organizational innovation theory and provides a practical approach to promote companies and create relationships with their customers. This research study investigates the primary visual attention of customers in online flight booking and uses interviews, think-aloud protocols, and eye-tracking tools to collect data. Findings show that the visual structure of the webpage strongly influences the overall effectiveness of the booking process and that participants ignore peripheral information when it does not appear relevant or associated with the main task. It is also found that the effective segmentation of different elements of the webpage helps direct attention and guides participants to the relevant section. Implications from these findings are discussed, and a general framework to help practitioners to manage knowledge collected from their customers is presented.