2025 Buyer’s Guide for User Research

Emotional Measurement

Find leading companies that use emotional measurement techniques like: facial recognition, electromyography or facial coding, pupil dilation, voice expressions, and body language analysis to learn how customers really feel about a product or service

Ethnography

Who are the Top Ethnographic Market Research Companies?

Ethnographic market research goes beyond surveys and statistics to help teams understand consumer behavior by immersing researchers in individuals' everyday lives to deeply understand behavior within a sociocultural context. Observational research, on the other hand, collects data through passive observation. Both are valuable in studying complex or emotional topics, uncovering deeper meanings and significance. #ReadMore#

The top ethnographic market research companies have extensive experience creating studies that observe people and groups in their natural settings. These companies put together market research projects designed for a specific marketing goal, typically short-lived.

Find top ethnographic market research firms, suppliers, platforms, facilities, and consultants by checking out our directory listings below.

Eye Tracking

What are Eye Tracking Research Companies?

Eye tracking software and hardware enable researchers to measure and analyze various aspects of eye movement when someone is exposed to visual stimuli, and this allows them to understand which features draw the eye’s attention and how the person feels about it so that the visual stimuli can be optimized. Applications include package design, shelf and store design, digital and print ads, CX/UX, online or retail shopper behavior, and other areas where marketing success depends on grabbing attention visually and engaging a customer or prospect visually. #ReadMore#

According to a recent GRIT report, the percentage of buyers of insights services who are using or trying eye tracking has doubled from 20% in 2016 to 40% five years later, and more than one-third of buyers are using it at least occasionally. This explosion has been fueled by advances reminiscent of the evolution of computers: equipment that was once larger than the person operating it was reduced to desktop size, then became mobile, wearable, and personal. This evolution has expanded the applications for eye tracking and increased its accessibility.

As important as it can be to learn what captures the attention of a shopper, viewer, or user, it’s also important to learn whether it was experienced positively or negatively, or if it triggered joy, anger, sadness, excitement, or other emotions. For this reason, eye tracking is often used in concert with other measures, and these can range from various biometric responses to facial coding and analysis to survey responses. When an eye event is measured, biometrics can tell you whether the viewer also had a significant physiological reaction, facial coding can provide insight into whether that reaction resulted in joy or some other feeling, and post-exposure surveys or interviews can explain why that feeling was triggered.

Different eye tracking methods and complementary measures are appropriate under different circumstances, and suppliers of eye tracking services and technology can help you match the right approach to your research effort.