Eye tracking research is a method used to measure where people look, how long they look at something, and the sequence in which their eyes move when viewing visual stimuli.

Using specialised cameras or sensors, researchers can track eye movements to understand what captures attention and what gets ignored.

This method helps reveal how consumers interact with:

• Advertising testing – identifying attention and engagement points
• Packaging research – understanding shelf visibility and design impact
• Website usability testing – analysing navigation behaviour
• Retail and shopper research – examining how consumers scan shelves
• Mobile and app design – improving user interface experiences
• Activities (e.g. driving, playing sport, social occasions)

It provides objective data on visual attention and engagement.

Eye tracking technology uses sensors or cameras to detect the position and movement of the eyes.

The system records:

• Fixations – where the eyes stop and focus
• Saccades – quick movements between points
• Gaze paths – the sequence of where someone looks

This information is then visualised using heatmaps, gaze plots, and attention maps to show exactly what people notice first and what they overlook.

Eye tracking can uncover insights such as:

• What consumers notice first
• Which elements hold attention the longest
• What is completely ignored
• How people visually scan complex information
• Whether branding is seen early enough to be remembered

These insights are essential for improving design effectiveness and message clarity.

Eye tracking systems are designed to be safe and non-invasive. They typically use low-power infrared light and cameras to detect eye movements and determine where someone is looking.

The infrared light used is very weak and well within international safety standards, similar to what is used in devices like smartphone face recognition systems or TV remote sensors.

Eye tracking studies usually involve:

• Sitting in front of a screen
• Wearing lightweight eye-tracking glasses (in some studies)
• Looking at images, websites, adverts, or products

The experience is similar to watching content on a computer screen and has little or no impact on the pariticpants experience.

Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle. 

Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.

Project timelines depend on the complexity and scope of the research. However, most projects are completed within 4 to 6 weeks, balancing speed with rigorous quality standards.

We work closely with your team to establish timelines that meet your goals without compromising data depth or analytical precision.

Eye tracking reports differ from traditional research reports by focusing on visual attention and behaviour rather than self-reported opinions. They include heatmaps, gaze plots, and fixation metrics showing where people look, in what order, and for how long. Traditional reports rely on survey responses and stated preferences, while eye tracking reveals subconscious viewing patterns.

Eye tracking reports

Eye tracking reports include more than heatmaps and gaze plots. Researchers determine what is important by analysing predefined Areas of Interest (AOIs) and comparing attention metrics.

Areas of Interest (AOIs)
Researchers mark key elements—such as logos, headlines, product images, or calls-to-action—and measure how much attention each receives.

Key Attention Metrics include:

• Time to First Fixation – how quickly something is noticed
• Total Fixation Duration – how long people look at it
• Fixation Count – how often viewers return to it
• Attention Share – proportion of visual attention

Here are the addresses for  some of the  UK’s top market research companies in London, specialising in full-service research

1. Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
2. Brandspeak – 1st Floor, London, W8 6SN
3. Ipsos – 3 Thomas More St, London, E1W 1YW
4. Savanta – 60 Great Portland St, London, W1W 7RT
5. System1 – 52 Bedford Row Holborn, London, WC1R 4LR
6. Kantar – 30 Stamford St, London, SE1 9LQ
7. B2B International – 10 Triton St, London, NW1 3BF

Vision One is a specialist eye-tracking company committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process. 

By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.