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Eye-tracking in pharmacy research: three case studies exploring methodology opportunities and considerations.
Emily L Hoffins1, Taylor L Watterson1, Aaron M Gilson2,3
1Department of Pharmacy Systems, Outcomes and Policy, College of Pharmacy, University of Illinois-Chicago, 833 S Wood St, Chicago, IL 60612, United States.
The International Journal of Pharmacy Practice
|January 19, 2026
Summary
Eye-tracking offers a novel method to understand subconscious cognitive processes in pharmacy research. This technology reveals how patients and professionals make medication decisions, aiding in the reduction of adverse events.
Area of Science:
- Pharmacy Research
- Human-Computer Interaction
- Cognitive Science
Background:
- Eye-tracking is an emerging methodology with potential applications in pharmacy.
- Understanding cognitive processes is crucial for improving medication safety and patient care.
Purpose of the Study:
- To highlight the applications of eye-tracking in pharmacy research.
- To synthesize methodological insights from diverse pharmacy research contexts.
- To provide guidance for researchers implementing eye-tracking methodology.
Main Methods:
- Case study approach utilizing eye-tracking technology.
- Examined older adult interaction with a community pharmacy redesign.
- Assessed healthcare professional use of electronic health record (EHR) functionality.
- Analyzed older adult attention to direct-to-consumer television advertisements.
Main Results:
- Eye-tracking is a feasible method for pharmacy research, revealing subconscious cognitive processes.
- Identified how individuals interact with pharmacy environments and health technologies.
- Demonstrated potential for identifying intervention points to reduce adverse medication events.
Conclusions:
- Eye-tracking offers a systematic approach to assess pharmacy-related cognitive processes.
- This methodology provides valuable insights into healthcare professionals' and patients' decision-making.
- Eye-tracking can enhance the understanding of human factors in medication management.
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