you can see
we can track

Snapshot Eye Tracking

Perception Just Got Easier™


Snapshot is a quick, easy, and cost-effective method to eye track your products, while still generating endless results. Don’t miss out on this advanced testing technique. Check out Snapshot!

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Meet the leaders of iTR
  • Testimonial

    Bill Harwood, PhD

    President | Director of Research

    About Bill Harwood, PhD

    Bill directs the strategic planning of all scientific/research policies and procedures and ensures iTR remains at the forefront of emerging technologies.  He provides the vision and culture that all our research services and products are founded on and makes sure we remain early adopters of the latest scientific advancements.  Bill’s extensive experience managing multi-million dollar research projects provides iTR the foundation and framework for executing advanced research studies, on time, and on budget.  Also, Bill provides leadership for business strategy and works with Alyssa Nolte on developing new strategic partnerships.

    In addition to being the head research authority, Bill contributes remarkable user experience and qualitative research expertise to the team.  He has an uncanny ability to look at the data and see relationships or trends that often lead to unexpected, even astounding results.  His insights bring life and understanding to the numbers.

    As a Professor in Chemistry, Bill has over 10 years of experience using eye tracking in research investigating how students learn.  Being an academic to his core, he is driven by a need for knowledge and discovery that shines through in iTR’s research.  Bill received his BS in Chemistry from the University of Massachusetts at Amherst and his PhD in Inorganic Chemistry from Purdue University. He has held faculty and senior administrative positions at the University of Maryland (College Park), Indiana University (Bloomington), University of Illinois (Urbana-Champaign), and is currently Professor and from 2006-2013 was Head of the Chemistry & Biochemistry department at the University of Northern Iowa.

  • Testimonial

    Mike Whitson

    Vice President | Chief Research Scientist

    About Mike Whitson

    There is nothing Mike loves more than a good research question.  Mike works to implement the best research design and methodology for clients’ needs.  In other words, his job is to take your great research questions and provide results and analysis you can trust and rely on.  Mike spends considerable time staying on top of the latest developments in technology, neuroscience, and data analysis in order for iTR to continue providing pioneering and “best practices” research in eye tracking and data analysis.

    Despite all his “nerdy” tendencies, Mike often surprises the media and creative types with some wicked-sharp insights for improving their designs and products; where this comes from we have no idea but our clients love it!  Most days, he can be found experimenting with the latest ways to use machine learning and artificial intelligence with eye tracking to provide useful insights and developing ever-improving ways of reporting these results in an easy to understand format.

    Mike holds Psychology degrees from the University of Northern Iowa (summa cum laude) and studied Computer Science at Iowa State University. His graduate work in Psychology focused on neuroscience, eye tracking applications in applied and behavioral measurement settings, machine learning, and statistics.

  • Testimonial

    Alyssa Nolte

    Account Manager

    About Alyssa Nolte

    Alyssa joined iTracking Research in the Spring of 2013 bringing degrees in Marketing and Psychology to the team.  She leads the sales and marketing efforts for iTR and is responsible for the overall brand and image of the company.  She has developed the web and social presence for the company and continues to develop the digital marketing efforts for iTracking Research through blogging and social media.

    Using her experience in SEO and SEM, she has worked to improve the company’s visibility both online and off. In an effort to support and give back to students in the area, Alyssa manages iTR’s internship program, working with and mentoring UNI students as they learn what it takes to work in the marketing department of a technology company.  Alyssa also attends several networking events throughout the region to get the word out about iTR and let Iowan’s know about the advantages of eye tracking.

    The biggest thing she hears from Iowa companies? “I had no idea something like this existed in Iowa! Cool!”

Video Analytics


What emotional reactions do certain visual or audio elements evoke? Are early exits associated with common visual or emotional factors?



Introducing a new solution to achieve the iTracking Advantage. Snapshot gives you a quick look at our various services for less. Discover the opportunities through heat maps, gaze plots, gaze replays, and much more.Learn More

Facial Coding

Facial Coding

What is the genuine emotional response versus a reported or group influenced response?

97% of websites fail at user experience (UX)

68% of users give up due to poor UX

Developers spend 50% of their time fixing avoidable issues

Only 55% of companies are currently conducting any online UX testing

48% say if a site doesn't work well, they assume a business doesn't care

say good UX just makes sense
complain that mobile navigation is difficult

Our research is goal-oriented; you have questions and we work hard to provide answers that allow you to mitigate risk and optimize opportunities.
Watch the video below to see how you can use our research to design better products, reach more people, and get great results.

Get in touch with us

Feel free to give us a call or shoot us an email, we are happy to talk with you about your research ideas.

Contact Address

8120 Jennings Dr.,
Suite 13A
Cedar Falls, IA, 50613

Contact Details


Office Hours

9am to 5pm Central
Monday – Friday