Eye tracking is the process of detecting where the eyes are pointing at (looking) relative to the visual environment.

Bournemouth University Eye Tracking Consultancy (BUETC) has state–of–the–art eye tracking equipment that allows us to record someone’s gaze as they perform a task (e.g. view a web page, comprehend a billboard advert, process directional signage etc.).

Our expertise

BUETC uses expertise in Psychology from the University’s Psychology Research Group and Media from the Media School.

Psychology has shown us that where the eyes look is a good indication of thought processing. Eye tracking can, therefore, give us insights into visual media that we are unable to get in any other way. Even “think aloud” protocols fall down against eye tracking as we are able to think far faster than we can verbalise!

Eye tracking for websites

Eye tracking can provide critical insights that could make the difference in determining a website’s success or failure. Our expertise in eye tracking can be applied to look into website appeal – what makes one website more or less appealing than the next? We can use eye tracking to look at website usability, website trust and promotional effectiveness.

Other Eye tracking applicatons

Eye tracking can also be used to help answer questions about the effectiveness of other forms of visual stimuli, including but not limited to:

• Product and packaging design
• Supermarket shelf organisation
• Poster advertising
• Magazine/newspaper layout
• Directional signage etc.

Benefits to your Business

Subtleties in the contents and organisation of visual stimuli can have a significant impact on whether the stimuli achieves the goals it was created to achieve. Eye tracking can help us to discover those subtleties and variations ensuring that return on investment is maximised.

Our Services

At BUETC we have:

• State–of–the–art eye tracking equipment.
• Eye tracking hardware and software expertise.
• Know–how and experience of setting up and running robust eye tracking studies.
• Usability, web design and media consultants to analyse and process eye tracking data.

Our services range from eye tracking equipment and suite hire through to full eye tracking consultancy service where we fully manage an eye tracking study on your behalf, including:

• Analysis and design of an eye tracking experiment.
• Development of an eye tracking experiment.
• Deployment or running of an experiment (including finding the appropriate participants).
• Processing of eye tracking data.
• Consultation/interpretation of results along with recommendations based on the initial study questions.

For bespoke consultancy advice, or further information please contact us or
register your interest with our online form.