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The EyeTracking Blog

By EyeTracking Inc. on 1/17/2013 2:13 PM
Eye tracking has characteristics of both quantitative and qualitative research. On one hand, you have access to a large amount of high-precision data, appropriate for detailed statistical analysis of visual behavior. On the other hand, observation of just a few eye tracking video sessions can provide valuable insight into visibility. By no means does this represent a methodological weakness, actually quite the opposite. The dovetailing of quantitative and qualitative research interests in eye tracking is a great strength. It does, however, complicate one aspect of research: SAMPLE SIZE.

Which of these researchers has a better sense of sample size in eye tracking studies - (A) a user experience analyst who plans to test 12 participants on a website or (B) a package designer who plans to test 120 participants viewing a new line of packages? The answer is both…or...