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UX research solutions

UX research solutions

See how users navigate and interact with digital content

UX research helps teams understand how users navigate interfaces, interact with content, and complete tasks in digital products. Eye tracking reveals user attention, behavior, and intent, uncovering insights that improve usability and help teams design better digital experiences.

Illuminating the insights that shape interaction

Eye tracking reveals the subtle shifts in attention and navigation that define how users experience, understand, and engage with digital interfaces.

  • 74% 

    of users abandon websites or
    apps due to poor navigation
    or unclear interfaces.

  • 68%

    of UX decisions are based on assumptions or indirect feedback.
     

  • 62%

    of digital products fail to
    meet user expectations due to
    overlooked design flaws.

What is UX research?

UX research, or user experience research, is the process of studying how people interact with websites, apps, and digital products. It helps teams understand user behavior, identify usability issues, and improve the overall user experience. 

UX researchers use methods such as usability testing, eye tracking, interviews, and behavioral analytics to understand how users navigate interfaces and complete tasks. 

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Benefits of eye tracking in usability testing

Eye tracking in UX research reveals how users actually see and interact with interfaces, helping teams uncover usability issues and optimize digital experiences.

  • Measure user attention

    Eye tracking data shows what users notice first and what they ignore in interfaces. 

  • Identify usability issues 

    Eye tracking reveals where users struggle or hesitate during tasks. 

  • Improve interface design 

    UX research insights help teams optimize layout, navigation, and visual hierarchy. 

  • Optimize user journeys 

    Understand how users move through websites and apps. 

  • Validate design decisions 

    Test design concepts with real users before launch. 

Understanding user experience beyond clicks

Traditional UX research often explains what users do. Eye tracking adds another layer by showing how users visually experience an interface as they interact with it.

Traditional UX research methods

  • Task‑completion focused testing

    Measures task success, not visual navigation.

  • Think‑aloud dependency

    Relies on verbalization, which can disrupt natural interaction.

  • Click and interaction logs

    Tracks clicks and scrolls, not what users consider beforehand.

  • Assumed content visibility

    Assumes on‑screen elements are seen.

  • Late discovery of usability issues

    Issues emerge only after sessions are reviewed.

  • Limited insight into cognitive load

    Hard to detect scanning, searching, or overload.

UX research with Tobii eye tracking

  • Visual behavior insight

    Reveals where users look, what they ignore, and how attention moves across the interface.

  • Natural interaction preserved

    Captures gaze without interrupting users or changing how they perform tasks.

  • Attention before action

    Shows what users evaluate visually before clicking, scrolling, or making decisions.

  • Validated findability

    Confirms whether navigation, labels, and calls‑to‑action are actually seen.

  • Earlier detection of friction

    Identifies confusion, hesitation, and visual overload as they happen.

  • Deeper understanding of user effort

    Helps assess visual complexity, scanning patterns, and cognitive demand.

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Our products and services for UX research

Trusted by the top companies and brands

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“We use a range of tools… and now eye tracking is a huge complement to these. It answers a lot of questions which come up from the other testing methods and even highlights some questions we weren’t aware of.

UX Lead at Avanza

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“Since we integrated eye tracking into our method mix, we have become much more accurate and efficient in illustrating user experiences and proving usability problems.

Tim Bosenick

GFK Sirvaluse consulting

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“This eye tracking PoC gave us a data-driven view of issues that were previously vague. It was exciting to use this new technology, and we see great potential for improving UI/UX across the entire Dai-ichi Life Group.

Aki Matsuura

Chief Section Manager of the DX Design Planning Group, Dai-ichi Life Technocross

Customer logo
“With eye tracking we can pinpoint exactly where passengers face confusion in their journeys and what signage is being ignored or misinterpreted.

Wesley Lang

Research and Insight manager (Operations), Heathrow

Customer logo
“We use a range of tools… and now eye tracking is a huge complement to these. It answers a lot of questions which come up from the other testing methods and even highlights some questions we weren’t aware of.

UX Lead at Avanza

Customer logo
“Since we integrated eye tracking into our method mix, we have become much more accurate and efficient in illustrating user experiences and proving usability problems.

Tim Bosenick

GFK Sirvaluse consulting

GFK logo
“This eye tracking PoC gave us a data-driven view of issues that were previously vague. It was exciting to use this new technology, and we see great potential for improving UI/UX across the entire Dai-ichi Life Group.

Aki Matsuura

Chief Section Manager of the DX Design Planning Group, Dai-ichi Life Technocross

Customer logo
“With eye tracking we can pinpoint exactly where passengers face confusion in their journeys and what signage is being ignored or misinterpreted.

Wesley Lang

Research and Insight manager (Operations), Heathrow

Customer logo
14

Uncover the insights of usability studies

How Heathrow Airport used eye tracking to improve wayfinding in Terminal 5
Company logo
“With eye tracking we can pinpoint exactly where passengers face confusion in their journeys and what signage is being ignored or misinterpreted.

How Heathrow Airport used eye tracking to improve wayfinding in Terminal 5

Read the story
How FURYU is keeping up with Japan’s changing youth culture
Using eye tracking to boost subscription rates through enhanced UI/UX
Preparing a website for launch with eye tracking
Eye tracking and UX testing: when, how, and if you should use it
15

No more guesswork

Eye tracking allows you to visualize the areas of the human machine interface that block intuitive behavior, in industrial and automotive settings. By seeing where users look, you can identify areas of hesitation, frustration, as well as flow. Deep and reliable data allows you to make design decisions that you know will pay off for your interface and your user experience.

Learn more about Driver experience
No more guesswork
Evaluating and building trust in AI experiences with eye tracking

Evaluating and building trust in AI experiences with eye tracking

This guide shows how eye tracking helps teams understand what users notice, how they process information, and where uncertainty appears in AI experiences.

ACCESS THE Guide

Frequently asked questions about user experience research

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Our team are experienced in applying technology and research expertise for effective UX research studies.

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