Despite best intentions, people can’t easily explain or report perceptual experiences accurately. Yet these experiences do influence decision making and judgements about brands or products.

EyesDecide adds a unique tool to focus groups, interviews and other market research activities by allowing you to examine what people actually see and use this evidence to open new lines of questioning and inquiry. Why can’t subject recall particular messages? Were they considered irrelevant or were they not noticed at all?

Replaying viewers’ gaze to them is a great memory prompt. Ask subject to think aloud while watching a replay of their gaze and mouse interactions. Without seeing their gaze, subjects can only recall the most salient events. However, when shown their own visual behaviour, much more information can be extracted. Events that were disregarded are suddenly remembered, and interviewers can discover the reasons behind these behaviours.