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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“I would particularly like to thank Public Knowledge for the work they did for us. They interpreted the brief beautifully which enabled us to get such valuable results back. They were always on time and very collaborative when it came to making amends to questionnaires. They presented the information back to us in a friendly and easy to understand way; Sophie had been involved in actually doing the research so was able to add additional value on the feedback sessions which was great to have. I would happily recommend Public Knowledge to anyone looking for market research.”

Ruth Marshall

Project Manager | Woodland Trust