Linguistic Profiling
for Professionals
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Eye-tracking

Our state-of-the-art eye-tracking technology accurately captures where a subject is looking on the page and how long their eye lingers.

What does this mean? We can tell you what works and what doesn't. From websites to legal documents, our reports will highlight the highs and the lows of the user experience (UX) and will suggest practical concrete ways in which you can make your content more readable and your call to actions clearer.

A researcher sits at a laptop monitoring an eye-tracking experiment while the participant is undergoing a test
 

We have a dedicated team of psycholinguists and one of the most cutting-edge labs in the UK which, combined with the weight of our academic research, gives us the expertise to get your communication where it should be.

To find out more or to discuss working with us, please get in touch - we'd love to hear from you.

Want to take part in a study? Check out our Eventbrite pages for the latest experiments.

Eye-tracking usability

Our eye-tracking usability studies inform both the early stages of web design as well as the re-design of existing websites. The eye-trackers used within our lab allow us to capture 1000 images of the eye per second, enabling us to track eye movement accurately and find out how a specific demographic engages with web content.

Through the use of eye-tracking, we can determine how people read web copy, how much of the text is read and what elements of the page are most eye-catching. We produce a visual hierarchy of elements on the page, as well as how long it takes participants to find specific information.

As the use of eye-tracking technology allows us to see what people look at but not why, the statistical data that is collected is supplemented by detailed commentary provided by research participants. In our executive reports, we provide substantial feedback relating to page layout, navigation, visual appeal and also ease of use.

Eye-tracking readability

The readability research conducted within LiPP is unique and ground-breaking and provides clients with a detailed analysis of exactly how people read and process written text.

Our readability expert team engage in a wide variety of projects, including specific studies focusing on enhancing the readability of legal documents and website sign-posting for regulatory bodies. With the use of eye-tracking, we can determine how easy or difficult it is to read a specific text and accurately measure reading comprehension on any technology, be it a smart phone or desktop computer.

The executive reports that we produce focus on how specific changes to documents and various types of texts can enhance their readability and accessibility to different audiences and thus increase reader engagement with the text.

 

What is eye-tracking?

Still confused about what eye-tracking is and what it can do for you?

We've put together a short video, in which Dr Malgorzata Chalupnik from the LiPP team explains the process, benefits and results that eye-tracking can offer you. 

 

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Linguistic Profiling for Professionals

Centre for Research in Applied Linguistics
The University of Nottingham
Nottingham, NG7 2RD

telephone:+44 (0) 115 748 6360
fax: +44 (0) 115 951 5924
email: lipp@nottingham.ac.uk