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Unlocking Insights through Gaze: Navigating Human Behavior with Eye Tracking Research

What Eye tracking is.

Eye tracking is a powerful tool that unveils profound insights into the way people interact with technology and the world around them.

At our research agency, we harness the precision of eye tracking to understand the intricate dance of human attention. By tracking the movements and fixations of the eyes, we gain a real-time, unfiltered view of what captures the focus of individuals as they engage with digital interfaces, advertisements, products, and beyond. In other words, it allows us to pinpoint exactly what elements of a design or interface draw attention, revealing both intended and unintended focal points.

Armed with eye tracking insights, we can help your business and design teams create user-centric experiences. You can fine-tune your designs, ensuring that the most critical information or calls to action are seen, leading to improved usability and conversion rates.

A brief video of a basic eye tracking study. The purple spot on the screen shows where the participant is looking at

What we can learn

Through eye tracking, we answer critical questions, such as:

First point/s of engagement: what draws the user's attention first? To help prioritize content or features.
Gaze flow: Understand the natural flow of visual attention within your designs. How is visual hierarchy perceived?
Blind spots: are users overlooking important information? Identify elements that might be missed and need optimization.
Effectiveness: Does the design align with user expectations? Confirm if your design communicates your intended message effectively.

When to run a Eye tracking

Let's say your e-commerce platform has introduced a new 'Express Checkout' option. However, analytics show it's not being used as much as expected.

That's a good moment to try out an eye-tracking study to check what users are actually looking at browsing your site.
Who knows, maybe a new feature is not noticeable enough?

Imagine that thanks to the study you learn users often miss the button due to its placement and color.
Only by adjusting its position and making it more prominent, you can see a significant increase in users opting for Express Checkout.

What it is like to run an Eye tracking study with TeaCup Lab?

When we work with you:

We'll connect with your team to understand your product and your objectives.
Design the study according to your key questions
Recruit the right participants and ensure they're compensated.
Prepare the setup of the eye tracker
If you want to watch in real-time, we have both a streaming option and an observation room.
If language is a barrier, we'll provide an interpreter.
We'll analyze what we find and give you a detailed report containing the answers to your research questions.
You'll also receive video recordings of the sessions.

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Learn more about Eye tracking

January 21, 2020

Eye Tracking 101

User Research & Testing / by Mónica Bohigas

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Our experienced UX researchers offer clear insights, both qualitative and quantitative, and recommendations to help you continually improve your experiences.