Purpose: To build adaptive learning systems for a better learning experience, designers need to identify users' behaviour patterns and provide adaptive learning materials accordingly. This study involved a quasi-experiment and also this paper aims to investigate the accuracy of eye-tracking technology in identifying visualisers and verbalisers and the contributing factors to diverse levels of accuracy, which lays the foundation for the establishment of adaptive learning systems. Design/methodology/approach: The authors prepared eight documents with different image-text combinations with the intention of triggering participants' natural reading habits. By analysing the eye-movement data, this author categorised the 22 participants as visualisers or verbalisers. The results were compared for accuracy measure with participants' self-reports in response to the index of learning style questionnaire. Findings: The results showed that visualisers and verbalisers presented significantly different eye-movement patterns, which was confirmed by the fixation data from the Tobii eye-tracker with the detection accuracy ranged from 38% to 77%. Various factors contributed to a range of levels of accuracy, including highlighted elements, learning context, complex background, low relevance of images and texts, learner differences, awareness of experimental settings, self-conception and prior knowledge. Originality/value: To the authors' knowledge, this is the first paper investigating the feasibility of eye-tracking technology to identify visualisers and verbalisers for the development of adaptive learning systems.