Eye tracking as a research method in social and marketing applications

Human behaviour is incredibly complex and astoundingly broad. As a result, many disciplines have been developed to study it in great detail. Each discipline develops its own unique shared understandings and common discourse and professional community of researchers. Each discipline also develops various research paradigms and assumptions which create boundaries between other disciplines in exploring and investigating human and physical phenomenon (Kuhn 1962). Central to developing research paradigms are research methodologies—the accepted and foundational ways that researchers in a discipline support—to more deeply understand and investigate the world.