Eye Tracking in UX research: A Tool for Unlocking User Insights

Discover the fascinating world of eye tracking in UX research in our latest blog post. Explore the pros and cons of using eye tracking glasses, learn how to interpret gaze plots, and find out how eye tracking can help you uncover user insights. Join us on this exciting journey and discover if eye tracking is the right tool for your UX research needs.

Written by Kamila Pierunek

Broadening Snowdog's UX Capabilities through the Integration of Eye Tracking Technology

Happiness, determination, sadness, anger, shock — research shows that people are perfectly capable of accurately recognizing these (and many more!) emotions from pictures that have been cropped to only show eyes. The way they can squint, widen, shrink or expand can tell us a lot — after all, as the saying goes, eyes are windows to the soul. But with technology, our eyes can tell us even more. Eye-tracking is by no means new. With a history dating back to 1879, it began with researchers observing naked eyes during reading. Nowadays, this technology has advanced and become accessible even to smaller businesses, who can use it and gain valuable data. At Snowdog, we are always eyeing the next thing to assist us in helping our clients in new and innovative ways. We decided to invest in eye-tracking equipment and analysis software because of its on and offline applications, and it’s potential to further enhance the capabilities of our UX research department. We’d like to devote this space to talking a bit about what eye tracking is, how it can be applied in user experience research and how we are going to use it at Snowdog.

Written by Danuta Sęczkowska
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