What is eye tracking?
Eye tracking is the method of measuring eye movements of participants when exposed to stimuli. It is used to understand the visual attention and attraction that different elements of the stimuli generated by measuring the point of gaze (i.e. where someone is looking). It offers us the chance to go beyond participant’s memory and understand their unbiased and natural behaviour.
What can it deliver?
- Greater understanding of whether the key elements within an ad, packshot or website get noticed and for how long
- Understanding how participants navigate in-store shelf displays, ads or websites
- Greater understanding of how participants find and identify the most critical information
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More about eye tracking
Traditional explicit methods can be replaced or supplemented with unconscious techniques like eye tracking which can be applied in the real world to understand more natural interactions with external stimuli or in a controlled in-lab environment. Eye tracking works alongside quantitative or qualitative studies, depending on the study objectives and the eye tracking tool deployed. All tools need some form of calibration to determine how the point of gaze changes throughout the study period.
Eye tracking glasses can be worn by the participant in any context we wish to understand. The advancement in technology has resulted in glasses that are smaller and more flexible allowing them to be used in real world scenarios with little or no impact on normal behaviour or routines.
Eye tracking bars are designed to be clipped onto laptops or desktop PCs, allowing you to capture visual attention to a screen.
However, the use of webcams is becoming increasingly viable. Whilst the accuracy of gaze points collected via this method is not accurate as the glasses and bar solutions the key benefit is scalability. With a simple upload of software any participant owned consumer device with a camera can be used.