See the world through their eyes

Understand human behaviour

Eye tracking provides valuable insights into human behaviour and how people perceive and process information

Improve Customer Experience

Eye tracking is the perfect tool for understanding pain points, spotting opportunities and optimising journeys

Uncover subconscious thinking

Validate actions and explore mental processes with retrospective interviews

Make Marketing Messages Count

Explore what's standing out, identify marketing opportunities and improve salience

Eye Tracking Services


Work with the latest technology without the upfront investment


Get access to powerful software to analyse and present your data


Consulting options to meet the needs of your research team


Use equipment to its full potential with our fully customised in-person training


Efficient data analysis services fast-track insights and bring the research to life


Fieldwork assistants to cover tech - so you can focus on your insights


Frequently Asked Questions

What is eye tracking?

The process of identifying where someone is looking. You can use it to see where people look, for how long and take note of what’s missed.

What are common applications?

Eye tracking has become popular across a variety of industries:

  • User Experience
  • Shopper
  • Advertising
  • Professional Performance
  • Sports Performance
  • Psychology and Neuroscience
  • Virtual Reality
  • Education

What info can eye tracking provide?

Eye tracking technology has advanced rapidly and can provide you with a wealth of information.

  • Live viewing: Watch the participant’s gaze in real time, including video, audio and physical interactions.
  • Retrospective interviews: Play the footage back while they articulate what they are thinking, doing, seeing and feeling. The conversation can be recorded with picture-in-picture software.
  • Heat maps: Provide great visual representations of data: what’s viewed and what’s ignored.
  • Gaze plots: Visualise the scan path – what’s viewed first, second, last. Gaze plots can also uncover re-reading behaviour or signals the participant is lost.
  • Statistical analysis: Detailed statistics can quantify attention across various areas of interest and over time. Time spent, number of visits, average visit duration and percentage who fixate are common measures. Statistics can be broken down by user type, environment or other factors. 30+ participants is recommended.

Why use eye tracking?

Eye tracking enables you to see the world from your target audience’s perspective. You can test if your marketing efforts are reaching your audience or record micro interactions as you tap into subconscious thinking. This research method captures natural behaviour and allows subjects to explore on their own.

What are the benefits for your business?

Eye tracking provides your business with real-time data about human behaviour with direct application to your customer experience strategy.

  • Helps to improve or streamline customer experience
  • Ensures your marketing communications are seen and read
  • Uncovers opportunities and barriers across the customer experience
  • Enables evaluation of visual and emotional impact of design changes 

Send us a message