Eye Tracking
Measure where users look on a screen to understand visual attention and cognitive processing.
Research Classification
Research Type
Attitudinal Behavioral
Behavioral: Focuses on what people do: their actual behaviors and actions.
Data Type
Qualitative Quantitative
Qualitative: Collects non-numerical data like observations, interviews, and open-ended responses.
Requirements
Budget
highSignificant investment required
Timeline
medium2-4 weeks
Team Size
smallWorks with 2-3 people
Research Goals
usability evaluation
Pros & Cons
Pros
- ✓ Provides objective behavioral data
- ✓ Reveals unconscious user behavior
- ✓ Identifies visibility and scanning patterns
- ✓ Helps optimize visual hierarchy
Cons
- × Requires specialized equipment
- × Expensive to implement
- × Lab setting may affect natural behavior
- × Analysis can be complex
Use Cases
Example Scenario
Analyzing where users look when viewing a landing page to optimize the placement of key messages and calls to action.
Additional Applications
- • Advertisement effectiveness
- • Content layout optimization
- • Visual hierarchy testing
- • Information findability