Eye Tracking
Market Research

Helping you see through the eyes of your audience groups.

Many consumer behaviours are subconscious and thus can’t be articulated, and asking why a customer didn’t see something has understandable limitations. That’s where eye-tracking comes in.

Eye tracking involves the use of specialist technology to monitor and analyse a person’s eye movements and gaze patterns. This close, careful examination allow us to observe natural behaviours and then ask consumers to reflect on their actions retrospectively.

Where can eye tracking add value?

Eye tracking is used across many disciplines (including psychology, neuroscience, education research, and medical research), but in our research context, it provides a powerful lens into real-world consumer attention and decision-making. At DJS Research we utilise the latest developments in eye-tracking technology, including lightweight, non-intrusive eye-tracking glasses, screen reader bars and webcams, to enable our clients to really see things from their client’s perspective.

Eye tracking can play an important role in both qualitative and quantitative research and can a layer of deep consumer insight to help businesses make informed, customer-centric decisions. Applications of eye-tracking methodologies include:

Understanding the shopping experience: When customers enter an environment, they have preconceived ideas about where to go, where to look, and how to navigate. By understanding these implicit behaviours, you can make their experience smoother and more enjoyable.

Packaging research: Eye tracking provides unbiased answers on what elements of your packaging work, and which need improvement so you can quickly and easily optimise your design.

Advertising research: Eye tracking reveals the true performance of advertising by showing exactly how consumers view it, and which elements are most effective.

UX research: By understanding attention and intent, you can create products and services that people love to use.

We create bespoke solutions for our clients and where eye-tracking research is recommended it is tailored to suit precise business needs, leveraging its strengths to add meaningful insight. Our experience conducting eye-tracking research for a range of different clients, across sectors including Retail, Not-for-profit and FMCG, include:

Eye tracking in depth

Eye tracking can be used to support and enhance qualitative methods such as focus groups, accompanied shops, and interviews by combining attention data with consumer insight. Research participants are asked to review their eye tracking video and ‘think-a-loud’ their rationale for their actions and areas of focus; placing the eye tracking data into meaningful context.

Eye tracking at scale

Where slightly larger sample sizes are available (25+ per sub-group), we can produce precise, quantitative metrics such as fixation duration, gaze sequences, and heatmaps. These metrics help identify which elements of a visual scene attract attention, how information is processed, and where improvements can be made.

If you're looking to really see things from your customer's perspective, contact Research Director Gill Redfern at gredfern@djsresearch.com, or call 01663 767 857, to find out how we can help.