The gaze, look and stare of a participant might tell the researcher more than a thousand surveys. Following one’s gaze, one can follow reading behaviour, look patterns and observe closely how participants engage with stimulus material. Recent innovations in eye-tracking technology offers ever more precise and easy methods of reporting, ranging from heatmaps to individual recordings.
Eye-tracking
The BMS lab has several forms of eye-tracking available. They do as the name suggests and track eye movement, gaze and stare. This means researchers can accurately follow reading and viewing patterns and answer questions related to visual stimuli. Both a version of the Tobii eye-tracker exists that can be easily attached to any screen (combine this with a screen capture device) or one that can be worn as a set of glasses. The latter allows for a wider use and even without the need of a screen, but is as a result more complex to analyze.