The firm will use the new MetricsLab to perform usability testing, display and product testing, one-on-one interviews and focus groups.

Vice president of research and customer experience Cathleen Zapata, who is also president of the Northeast Ohio Usability Professionals’ Association, will be responsible for the running of the centre.

The MetricsLab has enough room to house 20 observers and digital recordings of each session will be provided, the firm says.

Metrics Marketing partner Dan Rose said: “Our clients – and many other business owners – want to know where users are going and what they are first seeing. With the new usability testing and user experience research facility, we are able to offer clients an unrivalled and unparallelled first look – through eye-tracking – into their customers’ decision making process, testing everything from a website, email, hand-held device or TV commercial, to print ads, brochures and in-store displays, taking the guess work out of much of what marketers do.”