Discida (formerly iTracking Research) was founded in 2012 in Cedar Falls, Iowa by Bill Harwood, PhD 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.

Mike Whitson, Chief Research Scientist
Alyssa Nolte, Chief Marketing Officer
Nathan Davis, Senior UX Researcher
Sara Heineman, UX Researcher
Jessica McWilliams, Community Manager
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