Benefits of Eye Tracking

The data that The Human Lab’s eye tracking device records reveals behaviour that would otherwise be invisible. This information can't be captured elsewhere as users often can't remember exactly what they looked at, in which order, and how long for.

By capturing eye tracking data, you can measure emotion, attention and gaze patterns of users and capture vast insights into user experience. Users eye behaviour uncovered by eye trackers provides valuable information, which can also be useful in other elements of user research. For example, if users have given focused visual attention to a particular element of a website but not taken the expected action, other testing methods can explore why.

The use of eye tracking software for research has been increasing for many years due to the benefits of being able to uncover behaviours that people are themselves unaware of. The eye tracking data and the use of eye tracking for user research can add valuable information to user experience projects. The eye tracking research method is often used alongside qualitative methods. By incorporating focus groups and face to face interviews into a UX research project, participants can articulate why they believe they behaved in a particular way which enriches the insights further.

Observing and recording behaviour in eye tracking marketing research can be key to creating successful marketing campaigns, product design and creating successful web pages. Aspects such as eye movement and pupil dilation along with user behaviour can highlight areas for improvement before launch.