Mobile eye tracking applied as a tool for customer experience research in a crowded train station

Abstract

Train stations have increasingly become crowded, necessitating stringent requirements in the design of stations and commuter navigation through these stations. In this study, we explored the use of mobile eye tracking in combination with observation and a survey to gain knowledge on customer experience in a crowded train station. We investigated the utilization of mobile eye tracking in ascertaining customers’ perception of the train station environment and analyzed the effect of a signalization prototype (visual pedestrian flow cues), which was intended for regulating pedestrian flow in a crowded underground passage. Gaze behavior, estimated crowd density, and comfort levels (an individual’s comfort level in a certain situation), were measured before and after the implementation of the prototype. The results revealed that the prototype was visible in conditions of low crowd density. However, in conditions of high crowd density, the prototype was less visible, and the path choice was influenced by other commuters. Hence, herd behavior appeared to have a stronger effect than the implemented signalization prototype in conditions of high crowd density. Thus, mobile eye tracking in combination with observation and the survey successfully aided in understanding customers’ perception of the train station environment on a qualitative level and supported the evaluation of the signalization prototype the crowded underground passage. However, the analysis process was laborious, which could be an obstacle for its practical use in gaining customer insights.