See what people actually see.
Most organisations make decisions based on what people say, what they think, or what they assume people notice.
Eye tracking shows something different.
It shows what people actually look at, what they miss, what they ignore, and where they get confused.
This is useful anywhere attention matters – which is usually where mistakes, poor decisions, confusion or missed information occur.
We use professional eye tracking equipment in real environments to help organisations improve training, wayfinding and design by showing behaviour, not opinion.
eyetracking.agency is a specialist eye tracking service by FabulousUX, a behavioural research and decision consultancy.
Based in the UK and working across the UK and internationally, we support agencies, research teams and organisations who need reliable, professional eye tracking on their projects.
“Having Guy on site running the eye tracking meant we could focus on the participant and the research without worrying about the technology or whether the data was being captured properly.“
Where Eye Tracking Is Used
Eye tracking is used to understand attention and behaviour in real situations.
Typical projects fall into three main areas: training, wayfinding and design.
Eye tracking can be used in labs, offices, training environments, buildings, retail environments and real-world settings.
When to Use Eye Tracking
You should consider eye tracking if you need to understand:
- Why people are not noticing important information
- Why people get lost in buildings or environments
- Why training is not transferring to real situations
- Why users miss key information on a website or interface
- Why packaging or signage is not being seen
- Why people make mistakes in a process
- What experts look at compared to novices
- Whether people are seeing safety information
- Whether customers notice key messages or branding
- How people visually move through an environment
Eye Tracking for Training
In many training environments, the difference between a novice and an expert is not just what they do, but what they look at and what they pay attention to.
Eye tracking allows you to record exactly where an expert looks while carrying out a task and compare this with a trainee or novice. This is particularly useful in environments where situational awareness, safety, decision making or visual checks are important.
This approach is used in areas such as:
- Machinery and equipment training
- Engineering and maintenance
- Construction and site safety
- Utilities and infrastructure
- Medical and healthcare training
- Emergency services training
- Driver and operator training
- Control rooms and monitoring environments
- Manufacturing and quality control
- Sports and performance coaching
Eye tracking can be used to:
- Show trainees what experts actually look at
- Identify missed checks or steps
- Improve situational awareness
- Reduce errors and mistakes
- Improve training materials
- Create training videos showing expert attention and behaviour
In short, it helps answer the question:
“What does good actually look like?”
Eye Tracking for Wayfinding
If people get lost in a building, struggle to find something, or miss signage, the problem is usually not the person – it is the environment.
Eye tracking is used to test buildings, signage and environments to see whether people actually see and understand the information provided to them.
This is useful for:
- Hospitals and healthcare buildings
- Visitor attractions and museums
- Heritage sites
- Universities and campuses
- Airports and transport hubs
- Office buildings
- Shopping centres and retail parks
- Car parks
- Exhibitions and events
- Public buildings
- Hotels and resorts
- Large sites and industrial facilities
Eye tracking helps answer questions like:
- Do people see the signs?
- Do they look in the right place?
- Where do they hesitate?
- Where do they get confused?
- What do they look at instead of the sign?
- Are maps and directories actually used?
- Are important safety signs seen?
It allows you to see a building or environment through a visitor’s eyes and identify where the environment is not communicating clearly.
Eye Tracking for Design, Websites and Packaging
When people use a website, look at a piece of design, or stand in front of a shelf, they do not see everything. They scan, they focus on certain areas, and they ignore others.
Eye tracking is used to understand:
- What people look at first
- What they never look at
- What they think is important
- What they miss
- Whether key information is seen
- Whether calls to action are seen
- Whether instructions are read
- How people visually scan a page, screen or object
This can be used for:
- Websites and apps
- E-commerce
- Dashboards and software interfaces
- Packaging design
- Retail shelves and shopper research
- Advertisements
- Printed materials and brochures
- Forms and documents
- Instructions and manuals
- Signage and information boards
- Exhibitions and displays
- Control panels and equipment interfaces
This helps move design decisions away from opinion and towards observed behaviour.
Mobile Usability and Shopper Research
Eye tracking glasses allow us to record exactly what someone looks at while they are moving through an environment or using a mobile device.
This is particularly useful for:
- Mobile website and app usability testing
- In-store shopper research
- Shelf and packaging visibility
- Customer journeys
- Signage and point-of-sale material
- Exhibitions and displays
- Public environments
- Service environments such as transport, healthcare and retail
Mobile eye tracking makes it possible to see what people actually notice in real environments rather than in a lab.
How the Service Works
eyetracking.agency provides professional eye tracking capture, recording and insight.
We bring the equipment, run the sessions and record exactly what participants look at.
A typical project includes:
- Eye tracking equipment (glasses or screen-based tracker)
- Setup and calibration
- Recording of sessions
- Live viewing so your team can observe sessions
- Video outputs showing exactly what participants looked at
- Summary of key findings and observations
This service can be used on its own, or as part of a wider research or design project.
Study design, participant recruitment and wider behavioural research can be provided by FabulousUX where required, or projects can be run in partnership with agencies, viewing facilities or in-house research teams.
Working With Research Teams and Agencies
We often work as part of a wider project team, alongside researchers, designers, agencies and clients.
In these projects, our role is to set up and run the eye tracking, manage calibration and recording, and ensure that all data and video is captured properly, while the research team focuses on the participant, the interview and the client.
This is particularly useful in:
- Usability testing
- Viewing facility projects
- Shopper and packaging research
- Concept testing
- Website and app testing
- Training and behavioural research
- Wayfinding and built environment projects
Eye tracking works best when it is integrated into a project and run by someone experienced with both the technology and research environments.
Who This Is For?
Eye tracking is typically used by:
- Agencies and consultancies
- Training teams and training providers
- Architects and wayfinding designers
- Visitor attractions and museums
- Hospitals and healthcare organisations
- Universities and campuses
- Retail and packaging teams
- UX and digital teams
- Industrial and engineering organisations
- Public sector organisations
- Research agencies and viewing facilities
We regularly work as a specialist partner within larger projects, providing eye tracking services alongside research, design or training teams.
About eyetracking.agency
eyetracking.agency is run by Guy Redwood, who has over 20 years’ hands-on experience using eye tracking in usability and market research projects.
Over that time, eye tracking has been used on a day-to-day basis as part of usability testing, shopper research, design evaluation and behavioural research projects. This includes running eye tracking sessions, calibrating participants, recording sessions, working in viewing facilities, and supporting research teams and agencies during live projects.
The focus of eyetracking.agency is simple: to provide a reliable, professional eye tracking service so that agencies, researchers and project teams can focus on the participant, the research and the decisions — without worrying about the technology.
eyetracking.agency is a specialist service provided by FabulousUX, a behavioural research and decision consultancy.
Location
We are based in the UK and work across the UK and internationally, either directly with organisations or in partnership with agencies, research teams and viewing facilities.
Eye tracking projects can be run in offices, training environments, buildings, retail environments, usability labs and viewing facilities.
Our Role in Projects
We are usually brought into projects to set up and run the eye tracking, manage calibration and recording, and ensure that all eye tracking data and video is captured properly.
This allows research teams, agencies and project teams to focus on the participant, the interview and the client, while we focus on the eye tracking and data capture.
We can work:
- In real-world environments such as buildings, retail and workplaces
- As part of a research project
- Alongside agencies and consultancies
- With training teams
- In usability labs and viewing facilities
Equipment & Technology
We use professional eye tracking equipment from Tobii, the world leader in eye tracking technology.
Our core equipment includes:
- Tobii Pro Glasses 3 for real-world eye tracking, mobile usability, shopper research, training environments and built environments
- Tobii Pro Spark for screen-based eye tracking on websites, design concepts, software, dashboards and digital interfaces
This combination allows us to work across both real-world environments and digital interfaces, depending on the project.
The glasses are particularly useful for:
- Mobile usability testing
- Shopper and retail research
- Wayfinding and signage
- Training and task-based work
- Museums and visitor attractions
- Real-world customer journeys
Accuracy and reliability are critical in eye tracking. Poor calibration or unreliable data can make results meaningless, so we use proven, professional equipment that is widely used in usability, human factors and behavioural research.
Enquiries
UK & International