Itqualityassurance
Eye tracking is, simply, the observation and recording of eye behaviour such as pupil dilation and movement. It has applications in many areas, including psychological research and packaging design, but with regards to screen-based media, it's primarily used by researchers to identify where users are looking.
- What can eye tracking be used for in psychology?
- How is eye tracking used in marketing?
- What is eye pathing or eye tracking primarily used for?
What can eye tracking be used for in psychology?
And because eye tracking solutions systematically capture and measure tiny eye movements and gestures, they can generate accurate insights about visual attention, cognitive processes, and reactions — enabling researchers to expand scientific knowledge of behavior.
How is eye tracking used in marketing?
Eye tracking allows the market researcher to identify which items capture someone's interest and attention, understand how customers perceive the environment surrounding an ad or product, and discern what drives their decision to buy or take action.
What is eye pathing or eye tracking primarily used for?
Eye tracking is a type of sensor technology that gives a computer or mobile device the tools to understand and trace where a person is looking. An eye tracker can detect the presence, attention and focus of a user while engaging with a specific app, touchpoint or website.
