The power of gaze

Often when we are making a decision, our unspoken behaviour can suggest more than what we may be able to verbalise. With eye tracking, we can understand the subconscious aspects of our behaviour.

Within consumer research, clients are constantly looking for new and exciting ways to understand the effectiveness, likeability or usability of their products/software. Eye tracking is a behavioural methodology that can be used within a variety of different industries and contexts.

Mobile (glasses) eye tracking is the most common form of eye tracking used within consumer research as they can effectively be used in-store to identify purchasing decisions or a consumer’s route around a supermarket etc. However, laptop eye tracking is also very effective. This method is slightly easier to set up and allows you to gather a large number of participants in a short amount of time, there are also fewer external variables that can affect the results, for example, the surrounding environment.

Eye tracking results can come in the form of heat maps (showing distribution of attention), scan paths (the course an individual’s eye movements take) and dwell time (the amount of time looking in an area of interest).

Eye tracking is objective, universal, quick and can offer immediate results. It can show the underlying thoughts and actions a consumer makes before making a purchase, show the effectiveness of an online or print ad and finally it can be used within user testing to understand the usability of a website or game.

At Relish, eye-tracking is a methodology we have used in the past and one that we are excited about using more in the future.