Why Eye Tracking?

Experience tells us that there is a disconnect between what people say they do and what they actually do; also that shoppers will often post-rationalise their behaviour and respond in a manner that is perceived to be expected.

How does the process work?

We recruit respondents and give them a task – in a lab, in a store, or outdoors – in fact, anywhere! THiNK tracks respondent’s eye movements in order to identify key viewing areas and the order that an object or image is viewed. We measure fixations – a period of time that is clinically proven when a person’s eyes engage with their mind – in order to evaluate the level of viewer engagement of an object, image, advert, pack or fixture. We use a number of key metrics like ‘time spent’ to gauge an understanding of levels of involvement.

Though eye tracking is at the heart of our work, we usually combine our observations with further quantitative / qualitative studies to generate an ethnographic approach; in-store intercepts, face to face interviews, accompanied shopping trips and online MR are common inclusions to our work. It is this combined approach that adds depth and enriches our understanding.

Flexible Equipment

THiNK employs the very latest in field and lab based eye tracking technology. Both are quick to set up and offer unparaelled accuracy.

THiNK's head-mounted eye tracker (essentially customised glasses) allows test participants to walk around naturally and interact with your store or product range. This can be done in a real world or virtual environment. Our fixed eye trackers sit subtly beneath a screen and enable us to capture eye movement for TV programmes, websites and much more.

Flexible Locations

THiNK is located one block from Reading train station which is easily accessed from London. Here we have a suite of research studios and is somewhere we have previously mocked up a convenience store for shopper research. Needless to say, our portable equipment means that we can do research in almost any location nationally or globally.

Powerful Analysis

The software used to interpret the complex eye tracking data needs to be quick and accurate. Think 2010 is our own bespoke software designed specifically for eye tracking in market research. This unique software enables faster and more accurate results with unparaelled analysis visualisations.

Generated are heatmaps, thematics, gaze plots and statistics highlighting viewing order, number of fixations and much more. It produces standardised outputs for comparisons across time, product and geography. See examples of these outputs.

In addition to our leading consultancy services THiNK supplies Eye Tracking equipment. Client’s across the globe are now sharing the same resource that is adopted by our own in-house team – quality, accurate hardware and fast, efficient software.

Our unique modular equipment, supported by our own self-styled set-up / analytical software and backed up by on-site training, is available for acquisition on a pay-per-use basis. Contact us today for details.