Eye tracking research course on university curriculum

Recognizing a need for academic institutions to keep abreast of the rapidly changing business landscape and labor market needs, the Faculty of Sociology and Social Work at the University of Bucharest has introduced a new course on eye tracking research methodology to their curriculum.

The background

As eye tracking technology continues to advance in the business world, more companies increasingly rely on eye tracking methodology as a market research tool. The Faculty of Sociology and Social Work at the University of Bucharest has recognized that academic institutions need to keep abreast of the rapidly changing business landscape and labor market needs.

A new course on eye tracking research methodology has been introduced to the curriculum in response to the trend of higher expectations concerning employee knowledge and practical skills. The Eye Tracking Research course is a unique opportunity to explain how eye tracking can complement the traditional methods and techniques regularly applied in market research. Moreover, this technology provides a great opportunity to test and develop different theories related to social psychology, marketing, advertising and much more, and thereby contributes to scientific knowledge.

The objective

The main objective of the Eye Tracking Research course is twofold. Number one is to familiarize students with the eye tracking methodology and how it is used in market research (including the social marketing component). Number two is to get them involved in experimental research, thereby demonstrating the importance of mixed methods approaches.

To carry out the Eye Tracking Research course the faculty needed a system that is quick and easy to calibrate, is intuitive and simple in terms of setting up and running research and has dedicated software for data processing and evaluation. All these features were found in Tobii eye trackers and software.

Throughout the course eye tracking methodology is used as a didactic instrument, showing students how it is used for different research objectives (testing prints, website usability, etc.) and how the gathered data can be analyzed using Tobii Software tool. Eye tracking is also regarded as a research instrument, helping the students to apply their own research ideas.

The conclusion

Benefits all stakeholders

Everyone involved benefits from the introduction of the Eye Tracking Research course. The course, arranged as a laboratory (based on practical use of Tobii eye trackers and Tobii software), gives students a realistic grasp of the day-to-day activities specific to a researchers' job. In addition, students learn to master another research tool that they can use for thesis project research.

The University benefits from extending its curriculum and offering a new course that is popular among students and aligned with labor market requirements. In terms of reputation and references in the scientific community and applied research markets in Romania and beyond, the benefits are indisputable.

For future employers, the benefits are monumental: they hire employees who understand their needs and who possess the technical abilities and skills to run market research. The University of Bucharest collaborates with GfK Romania in this course. GfK researchers are invited to share accomplishments and difficulties encountered in quantitative and qualitative research using eye tracking. GfK uses Tobii eye trackers, and the researchers then pass on their knowledge and hands-on experiences of performing eye tracking research to the methodology part of the course.

Related information   

• About The Faculty of Sociology  
• About University of Bucharest