Eye-tracking in pharmacy research: three case studies exploring methodology opportunities and considerations

The purpose of this methods article is to highlight applications of eye-tracking in pharmacy research. This article synthesizes methodological insights and lessons learned from applying eye-tracking across three distinct pharmacy research contexts. The article discusses key considerations for researchers when planning to apply this novel methodology.

Case one used eye-tracking to examine how older adults interacted with Senior Safe, a community pharmacy redesign promoting safer over-the-counter medication selection, in a naturalistic environment. Case two used eye-tracking for near-live usability testing, leveraging schematic mapping to examine how healthcare professionals used a novel electronic health record (EHR) functionality during a simulated appointment. Case three used eye-tracking to examine which components of a direct-to-consumer television advertisement were most relevant to older adults and employed dynamic areas of interest.

Eye-tracking is a feasible methodological opportunity to further pharmacy research by delving into subconscious cognitive processes that dictate how medical professionals and patients make medication-related decisions. Through understanding how medication-related decisions are occurring, whether through an EHR or in the pharmacy, researchers can identify areas of a cognitive workflow to intervene and reduce the occurrence of adverse medication events.

Eye-tracking provides a systematic approach for assessing how individuals interact with their environment when engaging in pharmacy-related cognitive processes. Eye-tracking can be successfully applied to pharmacy research to provide insight into healthcare professionals' and patients' cognitive thinking and decision-making.