Online Behav­iour­al Research Techniques

The COVID pan­dem­ic marked a step change in appetite for Online Behav­iour­al Research.  Not only did online methods become main­stream, but also many new pos­si­bil­i­ties emerged due to largescale invest­ment in the sector.  Researchers can now go far beyond surveys and reac­tion time studies to also run gam­i­fied research, mul­ti­play­er research and con­sumer simulations.

This series of videos show­cas­es some of the pos­si­bil­i­ties. Remem­ber: Gorilla gives you detailed behav­iour­al metrics no matter the task!

Gorilla Show­case:

See the range of tasks that are pos­si­ble in Gorilla in our 90 second show­case video.

 

Classic Cog­ni­tive Tasks:

Any type of stim­u­lus (text, image, audio, video) and any response (mouse, key­board, voice, touch) and you get accu­ra­cy and reac­tion time measures.

 

Eye-track­ing and Mouse-tracking:

Eye track­ing is sup­port­ed using the webcam, and mouse-track­ing with the mouse.  The Mou­se­view approach shown below is a popular way of doing eye-track­ing without the eyes.

 

Drawing and cre­ative tasks:

Drawing tasks are a dif­fer­ent way of elic­it­ing inputs from par­tic­i­pants.  You can capture cre­ativ­i­ty and more nuanced thought processes.

 

Gam­i­fied Tasks:

Gam­i­fied tasks allow you to create engag­ing reac­tion time tasks.  This is par­tic­u­lar­ly useful when working with chil­dren as engage­ment cor­re­lates with data quality.  And best of all, no coding skills are necessary!

 

Mul­ti­play­er Tasks:

Mul­ti­play­er studies with 2–8 players are also sup­ports so that you can study behav­iour in a social context.  This includes text and video chat so that par­tic­i­pants know it’s not faked!  Sup­ports both turn based and simul­ta­ne­ous actions paradigms.

 

Shop­ping Simulations:

Inter­est­ed in con­sumer psy­chol­o­gy?  Shop­ping sim­u­la­tions where you can deter­mine the prod­ucts, price, adverts and more allow you to test con­sumer behav­iour in a more eco­log­i­cal­ly valid setting.  This tool is par­tic­u­lar­ly useful for con­sumer psychologist.

 

Social Media Simulations:

Shop­ping Sim­u­la­tions are often com­bined with social media sim­u­la­tions to inves­ti­gate how to influ­ence con­sumers.  But Social Media sim­u­la­tions can also be used to inves­ti­gate the prop­a­ga­tion of fake news and radicalisation.

 

Nav­i­ga­tion Simulations:

Nav­i­ga­tion sim­u­la­tions make it easy to study how people nav­i­gate around a space and cap­tur­ing how they behave in an exper­i­men­tal­ly manip­u­lat­ed “real-world” environment.

 

Website Sim­u­la­tions:

Website sim­u­la­tions use the same tech­niques to capture how humans behave in exper­i­men­tal­ly manip­u­lat­ed digital envi­ron­ments. This tech­nique can be used to sim­u­late a website or doc­u­ment to test nav­i­ga­tion, mes­sag­ing and infor­ma­tion retention.

As one of my favourite researchers says,

“If you can dream it, Gorilla can test it!”

 

If you’d like to talk to a Gorilla Expert and find out if your research could go online, get in touch!

 

This field is for val­i­da­tion pur­pos­es and should be left unchanged.