Discida Core Values


There are four things you need to know about working with Discida. Our core values guide every research project we undertake. If a project or decision doesn’t align with our core values, we won’t do it. All proposals, interactions, research, and business decisions follow these four tenets:


Our first question is always, “Is this sound science?” Our backgrounds at Discida are varied, but we all have one thing in common. We all believe in the value of sound science and methodologies. While we may blend methodologies, we always make sure that those decisions can be grounded in scientific principles.


Next, we ask ourselves, “Is this in the best interest of our clients?” This does not mean that we can always deliver on every client request, rather it means that we’re committed to offering our research in a way that is in the best interest of the client. Sometimes that means suggesting alternative methodologies to better suit the goals or creating timelines to allow for deeper analysis. At the end of the day, our research is designed to support your best interests and outcomes.


Our third question is, “Is this in the best interest of our team?” We are nothing without our team. Our researchers are the very foundation of everything we offer, and we always want to protect the team’s wellbeing.


Our final question is, “Is this the best way to do this from a business perspective?” This question is last for a reason. If we’ve satisfied the first three core values: Science, Clients, and Team – then we address efficiency. We believe that if we’re doing sound science, serving the best interests of our clients, and taking care of our team, that the efficiency piece will come together.

About Us

Discida (formerly iTracking Research) was founded in 2012 in Cedar Falls, Iowa by Bill Harwood, Ph.D., and Mike Whitson.

We are best known for eye tracking research, and by hiring the best people and listening to the needs of our clients we have expanded our service offerings to include all types of research. Our emphasis is on the user experience in advertising, design, and the user journey.

We call ourselves "truth-tellers" because that's what our clients have come to expect from us. We will tell you the truth about your design, what works, what doesn't, and what we recommend you do to fix it. Our only objective is to guide you to the best user experience and achieve your goals, through sound research methodology.

Our research team is comprised of experts in multiple fields, from classic market research to machine learning algorithms. Our wide array of skill sets allows us to maintain a unique perspective and pull best practices from a variety of industries.

Senior Staff

Sara Heineman, Research Manager
Jessica McWilliams, Community Manager
Bailey Moulden, Research Analyst
Alyssa Nolte, Chief Development Officer
Mike Whitson, Chief Research Scientist