The Importance Of Digital Accessibility Research

Digital accessibility

Digital accessibility ensures that people with disabilities—which can be visual, auditory, motor, speech and cognitive—have the same access to digital products as everyone else. This inclusivity is vital not only from a human rights perspective but also for the innovation and reach it brings to a product. Making a digital product accessible expands its user base and enhances user engagement, which can directly influence a company’s reputation and economic success.

In today’s digital age, digital accessibility is no longer optional but a crucial aspect of digital development. About 16% of the global population lives with some form of disability. This significant percentage underscores the necessity for accessible websites that do not hinder their participation in the digital world.

In the context of the aging population, integrating accessibility features becomes critical. Features such as adjustable text sizes, clear and consistent navigation, and voice-activated controls can significantly enhance usability, not only for those with permanent disabilities but also for older adults experiencing the natural effects of aging.

What Is Accessibility Testing?

Accessibility testing is a practice aimed at ensuring that web and mobile applications are usable by the widest possible audience, including people with various disabilities. This form of testing assesses the user interface, navigation, and overall design of digital platforms to identify and rectify any barriers that might prevent people from fully interacting with the content.

There are two primary types of accessibility testing: automated testing and real user testing. Each plays a vital role in creating inclusive digital environments:

  • Automated Testing: Automated tools can quickly scan and identify technical compliance issues against established accessibility standards, such as WCAG (Web Content Accessibility Guidelines). This type of testing is efficient for covering broad areas of a product and catching easily identifiable issues.
  • Real User Testing: While automated testing is valuable, it cannot capture all nuances of human interaction. Real user testing involves individuals with various disabilities interacting with the product to provide firsthand feedback on the usability and accessibility of the interface. This type of testing is crucial as it highlights real-world challenges and practical issues that may not be detected by automated tools.


We should use automation as much as we can, I’m all for it, but automatic will always need to be paired with active user testing and participation.” -Hoby Wedler, Ph.D.


It’s the right thing to do, it’s good for business, and it’s the law

Beyond ethical considerations, prioritizing digital accessibility is good for business. Products that are accessible to a broader audience inherently reach a larger market segment. This inclusivity can lead to increased customer loyalty, as users often appreciate and stick with brands that cater to their specific needs.

It’s also the law. The European Accessibility Act (EAA) has set a clear deadline for organizations to ensure their digital offerings are accessible to all. With the public sector already complying since 2019, the private sector must follow suit by June 28, 2025.  Failure to meet these requirements can result in significant consequences, including court appearances and hefty fines.

Digital accessibility

How eye square can help

eye square, a market research company with 25 years of experience, is uniquely positioned to help organizations navigate the EAA and go beyond compliance.  Their interdisciplinary UX unit and team of dedicated accessibility UX research consultants can provide comprehensive and thorough evaluations, ensuring a precise understanding of a product’s strengths, weaknesses. From there, the team can provide, clear actionable insights and recommendations.

eye square’s team of accessibility UX research consultants, such as Julia Gurney and Florian Fried, bring a wealth of expertise to the table.  Julia’s background in the healthcare sector and focus on patient relations and emerging electronic medical record systems, combined with Florian’s specialization in accessibility UX research, ensures that organizations receive the insights and practical solutions needed to create truly accessible digital spaces.

Shaping the future of accessibility

In essence, accessibility testing is not just about compliance or enhancing functionality—it’s about acknowledging the diversity of web users and ensuring that digital platforms are welcoming and usable for everyone. As digital landscapes continue to evolve, the focus on accessibility needs to remain a top priority for developers, designers, and content creators alike. Embracing accessibility leads to a more inclusive digital world where technology truly serves the human experience, fostering a deeper connection and commitment from its users.

About us

eye square – Full Service UX Research and Market Research Agency

International Market Research Services

eye square helps companies better understand the most important people to your business: your customers. Our international team is located in Berlin, London, New York, Hong Kong, and Kerala. eye square’s 74 researchers and consultants serve about 300 clients worldwide from the automotive, e-commerce, FMCG, media, and more sectors.

While conventional market research remains on the surface, our unique methods combine psychology and state-of-the-art technology. This allows us to capture and analyze real perceptions (neuro-biological), explicit (explicit), and implicit (subconscious) responses of your customers in numerous settings.

Since 1999, our services include research, consulting, and technology development on Brand & Media Experience, User Experience, and Shopper Experience:

User Experience Research

Understand your users in order to effectively match your product with the consumer.

Special research areas:  Positive Design & Wellbeing, Accessibility, UX benchmarking

Brand & Media Experience Research

Optimize your brand and advertising impact on all media channels: print, TV, out-of-home, online, and mobile.

Shopper Experience Research

Test on e-commerce platforms, or in-store, and enhance your customers’ shopping experience, whether it’s package design, shelf assortments, or marketing materials.

eye square

eye square

Based in Berlin and with offices in the U.S., China, and India, eye square is a full-service market research institute, pioneer of eye tracking solutions and a leading provider of human insights.

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