Research methods: Eye Tracking

Eye tracking records eye movements whilst respondents are looking at a TV Screen or webpage.

You can judge how people manage to watch more than one piece of information or content at once or how people look at brands and logos on the screen etc.

Using eye tracking glasses, we can reveal exactly where people are looking and what they’re focusing on in minute detail. As the results are so instinctive and unprompted, it provides a fantastically refreshing insight into buying habits and ad awareness. We’ve used the glasses on a number of innovative research projects – analysing consumers’ shopping behaviour, their interaction with a service or advertising responses – and our clients have been delighted by the results.

We can also recruit participants and conduct eye tracking research within controlled environments such as hall tests. In addition to lightweight mobile glasses, we have used sensors built into PC monitors. These sensors track whatever a respondent looks at on the screen, so it’s great for testing website usability and the effectiveness of screen based media.

Want to know more? Submit an enquiry using the form or call us on 01434 611160 and a member of the team will be in touch.

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“Public Knowledge are currently working with us on evaluating our Active Cyber Security Learning in a Vocation HE Setting project. Despite the complex subject matter Sophie and Angela were able to understand our needs and developed a first class and independent evaluation of the project. They have been extremely helpful, professional, flexible, and reliable throughout the process. We would not hesitate to recommend them and look forward to working with them on future projects.”

Laura Gower

HE Research & Projects Co-ordinator | Newcastle College