I am the managing director of Think Eyetracking (www.thinkeyetracking.com) and I just want to clarify a couple of things. Eyetracking need not be ‘very expensive and complex’. We have a productised solution that allows research at the price of focus groups. Our software is designed specifically for the market reseach industry such that one day of training is enough to run a comprehensive test.

Also, glasses and contacts do not adulterate results, you may have trouble eyetracking some of these people. Specifically, it can be difficult to track a person with hard contact lenses (however these are not very common nowadays) or someone with bifocals or multifocals. All other glasses and contact lenses are fine.

Finally, I agree, eyetracking on its own is best for quantitative research, but it can be an extremely useful tool in conducting qualitative interviews. You can find out more by reading about the PEEP (Post Experience Eyetracking Protocol) method at http://www.thinkeyetracking.com/resources.html.

- Lizzie Maughan