FAQ.s

Why should I use eye tracking?

Visual cognative fixations happen in minute periods of time. These fixations take place both at a conscious and sub conscious level, a level at which it is impossible for a respondent to recall.

Eye tracking is the only way to monitor these points in time, points in time that help us understand attention.

How much does eye tracking cost?

Depending on the level of service used our prices start from as little as £1,250.00 per day for our bureau service. If you require a full agency solution prices start from about £4,000, subject to brief.

Which eye tracking systems do you use?

When it comes to technology we are completely obsessive but agnostic and continually monitor the market for new developments. Over the last nine years eyetracker has gained an enviable reputation in this ever developing sector of the commercial research arena not just in applying the methodology, but just as importantly, fully understanding the detailed complexities of eye tracking systems.

It is our policy that when new systems are launched we investigate them, and if they are superior to the current solutions we use, update our "fleet" accordingly.

However, having reviewed all the available systems, we are confident that our equipment ( both glasses and screen based solutions) produce consistently more accurate and detailed data than any other systems on the market.

What type of eye tracking can you do?

We currently use different eye tracking equipment depending on the requirements of a study.

The Mobile Eye

The mobile eye is our real world eye tracking solution which has been successfully used in many different environments. The eye tracking technology is incorporated onto a pair of lightweight, inconspicuous glasses, to allow a full range of head movement and consequently natural behaviour in any situation. Quality high precision calibration technology ensures data captured is infinitely accurate and consequently meaningful. The mobile eye is ideal for use in any “real world” scenario.

Eyescreen

The eyescreen is a portable, lightweight mobile eye tracking system, that can be used on location or in a studio. Eyescreen monitors and records the users’ eye movements as they interact with images, advertisements, text, video, television commercials, packaging design, product design or shopping shelves, as well as pack shot templates onscreen.

It can also be used in conjunction with either a large flat screen or projected image to simulate the shopper environment.

Can we test eyetracker?

We realise that to many eye tracking is still very new and the only way to fully appreciate its power is to experience it "live". Depending on your location and timings, we are more than happy to come along and demo one of our eyetracking solutions.

Alternatively, we also run one day pilot workshops, where we can spend a whole day with you collecting data on your chosen media. This is a chargeable item, but should you wish to commission further projects up to 50% of this cost will be credited. Prices are subject to confirmation.

You can also view a programme we did about the use of eye tracking and how the retail and advertising indusry use it. The programme was for the BBC and can be found by going to the"Watch Eye Tracking Videos" at the bottom on this page.

Is everyone suitable for eye tracking?

For physiological reasons, there may be a small percentage of the population that may not be suitable for eye tracking. Depending on the type of project being commissioned, we sometimes recommend recruiting a very small number of extra respondents.

How many people is it best to eye track?

Study size can vary considerably, depending upon the research brief. The biggest study we have run was in Spain and consisted of 160 shoppers, each shopping for an average of 45 minutes (the data collection was undertaken in just 10 days!).

Studies of this magnitude are unusual unless there are specific statistical reasons for them. Eye tracking is very much a qualitative / ethnographic research technique and we would recommend sample sizes of between 10 to 30 respondents.

What is the effectiveness of signage and navigation aids?

  • How the decision making process is influenced by visual prompts
  • What are their physiological levels of engagement and interest
  • How point of purchase and point of sale units effect shopper behaviour

Watch some examples of eyetracker in use on our eye tracking videos page.