Objective: The primary purpose of the study is to investigate the relationship between the conjoint survey outcome and eye-tracking study outcome and the secondary purpose is to investigate the gender differences in visual attention and survey results on smartwatch feature preferences in college students. Methods: The sample of the study was college students aged 18-64. This study was cross-sectional, and data were collected in three phases at the University of Oklahoma, Norman, OK. First, the elicitation phase gathered the top five features of a smartwatch. Then for the conjoint survey, 101 college students took the survey. Finally, 35 randomly selected volunteers who also took the conjoint survey took part in the eye-tracking study. Results: The study found that eye-tracking-based outcomes are not significantly correlated to survey-based outcomes. There was a significant gender difference in visual attention but not in the conjoint survey. Eye-tracking identified differences in visual attention by product attributes. Male college students have higher visual attention than female college students. Conclusions: Conjoint analysis and eye-tracking are two different measurement methods that do not agree with each other. This study provides some evidence that eye-tracking might be a better way to understand human behavior like purchasing decisions.