Market Brand Website Testing

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After reading an article by the Boston Globe about the faux Market Basket grocery chain  website called My Demoulas , the IE Lab  decided  to test the effectiveness of the unofficial website  (http://www.mydemoulas.net/)  using the Tobii eye tracker.  The study consisted of three tasks and eight participants.  The main finding of the study was that mydemoulas.net does provide basic information about Market Basket, but users have to navigate through several outside ads to find some pertinent information.  For full details about the study,  click here: