eye tracking

Eye Tracking

Scientists believe that there is an 80% correlation between what the eye sees and the brain processes. Eye tracking allows understanding of exactly what a viewer sees, how long they view an object, and what attracts their eye next. The SMARTLab has the capability of measuring viewing patterns as accurate as 100 milliseconds with a sampling rate every two hundreds of a second.

We have mounted eye tracking equipment for use with computer monitors and mobile devices. In addition, we have the capability of using eye tracking glasses which users can wear in real time so that their viewing of real world environments (such as retail stores) can be accurately assessed.


   Electroencephalography (EEG)

An EEG measures the electronic impulses produced by the brain. Using commercially available software that has previously been calibrated, we can assess two modes of viewer engagement or if the viewer is actually bored with the marketing stimulus (or making them drowsy). Additionally, we can assess if the engagement task, such as completing an online buying process, is more cognitively challenging than it needs to be. Our EEG accurately measures brain activity every 4/1,000th of a second.


Galvanic Skin Response (GSR)

Sweat gland activity in human skin is very reflective of the intensity of one’s emotional arousal, be it joy, fear, or dislike. This sweat gland activity usually takes place one to one-and-a-half second after experiencing the stimulus. Skin conductance measures can provide an insight into autonomous emotional regulation.

Using specially made gloves, we can assess an individual’s unconscious response to certain marketing stimuli. Post-test interviews help determine the valence of the response and provide additional insights into potential motivation behind the response.

facial coding

Facial Coding

Based on the pioneering work of Paul Eckman, we have the capability of reading even the smallest changes in facial expressions that have been shown to telegraph unconsciously what a subject is really thinking. These micro-expressions convey thoughts of joy, contempt, disgust, confusion, and even frustration. Subjects are videotaped viewing commercials, websites, (or even sales presentations) and their facial expressions are analyzed by proprietary software.



Oftentimes client solutions use two or more technologies in conjunction with one another. For example, many web user-experience (UX) studies utilize eye tracking to assess component attractiveness as well as EEG to compare engagement between different web page designs under consideration for launch.

Dale Jolley

[email protected]


Portrait of Dale Jolley

Dale Jolley

[email protected]


Portrait of Dale Jolley

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