Eye-tracking studies
We conduct eye-tracking studies: using special equipment we track where and in what order users look on a page — what they notice immediately, what they ignore, the path the gaze moves. Objective data on visual attention. Honestly upfront: eye-tracking shows WHERE they look but NOT what they understood or why — attention ≠ comprehension; it is an expensive method (equipment and a specialist are needed), with a small sample; and it is NOT needed by everyone — often cheaper methods (usability testing 953) are enough.
Eye-tracking studies — overview
Eye-tracking is research of visual attention using an eye-tracker (equipment recording eye movement): heatmaps (where the gaze concentrates), gaze-path maps (in what order people look), time to first fixation on key elements, what enters the field of view and what is ignored. It gives an objective picture of what really attracts attention rather than what 'should'. Honestly about the main limitation, this is key: eye-tracking shows WHERE people look but NOT what they understood, thought or why. Attention ≠ comprehension: a person can look at an element and not understand it, or understand what they barely looked at. So eye-tracking is strongest combined with other methods (e.g. interviews/usability test 953 that ask 'why'), while by itself it answers only 'where they looked'. Honestly about cost and access: it is an expensive method — special equipment (an eye-tracker) and a qualified specialist are needed, plus participants in controlled conditions. So it is more expensive than most UX methods. Honestly about 'not needed by everyone': for most tasks cheaper methods (usability testing 953, first-click 955) give enough understanding. Eye-tracking is justified when visual attention specifically is critical (advertising, complex dashboards, packaging, landings competing for the gaze) and there is a budget. We will honestly say whether you need it or cheaper methods suffice. Honestly about the sample: like other qualitative methods, it works on a small sample — it gives attention patterns, not exact statistics. Honestly about the effect: it gives unique objective data on attention, but it is one aspect (where they look), not a full UX assessment and not a result guarantee. Honestly about access: equipment/participants and a product/mockup are needed. An important boundary: this is eye-tracking (attention); usability test (behavior+why) — 953; first-click — 955. Picture this: instead of 'thinking they will notice the banner' — data on where they really look. The base price starts from 50,000 ₽ (depends on the number of participants and equipment).
Problems we solve
- It is unclear what users really notice and what they ignore.
- Important elements (CTA, offer) may not enter the field of view.
- Decisions about visual accents are on intuition.
- Objective attention data is needed for ads/a landing.
What's included in the Eye-tracking studies service
- Eye-tracking with an eye-tracker: heatmaps, gaze paths
- Time to first fixation on key elements
- What is noticed immediately, what is ignored
- An honest assessment: is eye-tracking needed or do cheaper ones suffice (953)
- Honest boundaries (attention ≠ comprehension; expensive; small sample)
- Combination with 'why' methods (953)
- Analysis of attention patterns (not exact statistics)
- Handover and review with you
What you get
- Objective data on where and in what order they look
- What is noticed and what is ignored is visible
- A realistic assessment (attention, not comprehension; not for everyone)
- Honest boundaries (one UX aspect; not a result guarantee)
How the work goes: steps
- We assess whether eye-tracking is needed vs cheaper; prepare equipment/participants
- We conduct the study, build heatmaps/gaze paths
- We combine with 'why', honestly set boundaries with you
Why PDV Expert
- Fixed price and timeline — no surprises on the invoice.
- Report and recommendations in plain language — clear without a technical background.
- In touch at every step and answering questions about the result.
FAQ
Will eye-tracking show what users understood?
No, honestly: it shows WHERE they look but not what they understood or why. Attention ≠ comprehension — a person can look at an element and not understand it, or understand what they barely looked at. So eye-tracking is stronger combined with 'why' methods (interviews, usability test 953). By itself it answers only 'where they looked' — valuable, but not the whole picture.
Does my project need eye-tracking?
Not necessarily, and we will honestly assess. It is an expensive method (equipment + specialist), and for most tasks more accessible methods (usability test 953, first-click 955) give enough. Eye-tracking is justified when visual attention specifically is critical (advertising, complex dashboards, packaging, gaze competition on a landing) and there is a budget. If that is not your case — we will honestly advise cheaper.
Why is eye-tracking expensive?
Honestly — because of the method: special equipment (an eye-tracker), a qualified specialist for conducting and analysis, participants in controlled conditions are needed. It is objectively more expensive than most UX methods. We honestly factor in this cost and first check whether it is justified for your task rather than offer it by default.
About the provider
The «Eye-tracking studies» service is provided by PDV Expert — a team specialising in «Site quality». We work under contract and deliver a written report with recommendations.