You just wrapped a focus group. The moderator says everyone was “really engaged,” but the transcript tells a different story. Half the responses are polite, surface-level comments. It’s impossible to tell who actually cared about the stimulus and who was just being cooperative. Now a …

You run the test, collect the data, and walk into the readout. Then you hear it: “But everyone liked Creative B.” The room defaults to gut feel, and your research gets sidelined. The real questions were never asked upfront: Did anyone actually see the brand? …

Stakeholders love asking, “So what? People looked at it, right?” That question is why gaze plot analysis needs to go beyond simple hotspots. A gaze plot is a sequential record of where eyes traveled, in what order, and for how long. Read correctly, it tells …