What is Eye Tracking Technology?

Eye tracking is by no means a new development and is in short, the measurement of eye activity. The application of eye tracking within a research context includes tracking line of sight, how the pupil reacts to different stimuli and for how long the eye concentrates in one place, i.e. at a particular stimulus. You wouldn’t believe the

Take a moment to stop and look around you… what do you see? A Smartphone? A tablet? Mobile is now the world we live in with around 82.8 million devices in the UK alone. Given ONS estimate the UK population to be around 65.1 million, that’s more mobile devices than toothbrushes!

As market researchers, it is to our advantage to make research participation easy and

When you start to consider these two methodologies in depth, you realise that whilst there are differences between them, there are also some striking similarities. Both are reliant on people completing particular actions for you to gather any data for example. For the purpose of this blog however, I’m going to focus on the differences…

1. Participant Involvement

Passive

Harvard Business Review defines ethnography as a “branch of anthropology that involves trying to understand how people live their lives.” For the purposes of market research, ethnography is an indirect methodology where consumers’ natural behaviour in their everyday environment is observed. Ethnography allows researchers to immerse themselves in the consumers’ lifestyle in