Eye-tracking:
What we do and how we do it


Written by Tim Gowing

Eye-tracking is becoming a much more established methodology here at RDSi – we find ourselves using eye-tracking for a wide range of different projects from discovering how we browse holiday booking websites, to how we buy our groceries, finding out precisely what consumers look at and what was totally ignored!

 

We’ve also found eye-tracking to be great at reviewing all types of communications including posters, leaflets, direct mail and catalogues, in both digital and printed versions. We can also do this in an environment where consumers feel at ease – it doesn’t have to be in a dedicated lab or research facility, and we could even conduct the interviews in consumers’ homes!

 

It’s invaluable in discovering what consumers are actually doing rather than their claimed behaviour or behavioural intentions, but it is important to remember some of the key principles of qualitative research when using new technology. In the case of eye-tracking, it is essential that participants have the opportunity to explain their own behaviour. For example, eye-tracking works really well when quickly followed by a depth interview with the participant; we can review the video footage and they can tell us what they were thinking at key points.

 

If you would like to discuss how eye-tracking could play a part in a your project, please email us at hello@rdsiresearch.com.