Research methods

Eye tracking

Mustard works alongside our preferred partners, THiNK Eye Tracking and Acuity ETS, to offer both portable and fixed eye tracking technology, to help ‘close-the-loop’ between what people say, and what they actually do.

Mustard eye tracking

This technique tracks a respondent’s eye movements in order to identify key viewing areas and the order that an object or image is viewed. Through the measurement of ‘fixations’ (a period of time that is clinically proven when a person’s eyes engage with their mind), an individual’s engagement of an object, image, advert, pack or fixture can be evaluated. Other key metrics such as ‘time spent’ can be used to gauge an understanding of levels of involvement.

Eye-tracking can be used as an effective methodology in a range of areas:

  • Shopper research - customers can be analysed as they walk around a real or virtual retail environment to explore the decision making process, identify triggers and barriers to purchase, assess signage and merchandising and to determine levels of brand engagement
  • Media testing - eye-tracking can be used throughout a range of media (TV, film, newspapers, billboards, etc.) to evaluate product placement, assess advertising communication, explore brand engagement and test different creative executions
  • Usability research - in the online environment, eye-tracking can be used to test prototypes before launch, examine advertising effectiveness, identify barriers to ease of use and to generate ‘hotspots’ on websites