Eye Tracking

Why use eye tracking?

We have applied eye tracking to a variety of projects, including commercial and informational websites, major search engines and portals, online advertising and online ad formats, product packaging, medication labels, and email advertising. By using eye movement measures to supplement data collected with more traditional user research methods (e.g., usability testing, user interviews), you can:

• Determine what users find important or interesting and what they tend to ignore

• Assess users' decision-making processes

• Explain inefficient or ineffective performance

• Identify search patterns and strategies

• Evaluate the match between visual designs and business objectives

We wrote the book on it.

Associate Director, Aga Bojko, is currently writing the much anticipated practical guide on eye tracking targeted specifically to user experience researchers. Aga's book, Eye Tracking the User Experience, will offer step-by step advice on how to plan, prepare and conduct eye tracking studies, how to analyze and interpret eye movement data, and how to successfully communicate eye tracking findings. The book will be published by Rosenfeld Media in early 2013. Read more about the book.

Featured Applications of Eye Tracking

User Centric offers Eye Tracking for Package Design to help make packaging more noticeable, engaging, and convincing. Read more about this service.

Eye tracking can also help measure the branding impact of pay-per-click advertising. We offer Eye Tracking of PPC Ads - a service that tests the branding impact of different ad positions on search engine results pages.  Other examples of User Centric eye tracking studies include: 1) Eye Tracking Bing vs. Google: A First Look and 2) Do Not Overlook the Importance of the Display URLs in PPC Ads.

How does it work?

User Centric has two state-of-the-art eye tracking labs. We use special monitors with infrared technology, designed specifically for capturing eye movements. This technology allows participants to be comfortable, as they do not have to wear any devices on their head. Our eye trackers require minimal set-up time, are nearly invisible to the participants, and provide high quality of data.

New to Eye Tracking?  Conducting a study?

User Centric also offers a complete customized workshop to fill in the gaps of your team's skillset.  Read more about our Eye Tracking Workshop.