Home Usability Lab What is Eye-Tracking?

Eye-tracking allows us to record the gaze movements of a person. The gaze movements are recorded together with the screen-pictures.

Different kind of media can be shown on the monitor:

• static pictures
• websites
• animations
• banners
• software
• films

The eye-tracking system helps you to get a more detailed view of the user behaviour. Many of the human gaze movements are not directly controlled by the consciousness. In the field of usability and marketing research eye-tracking observations help you to get a better understanding of your users needs and behaviour.

Range of use:

• usability testing
• marketing studies of websites, banners, advertisments
• research studies in the field of Human Computer Interaction (HCI)

Specific characteristics of the eye-tracking

• Most information will be absorbed by the eyes - eye-tracking finds out WHICH information is noticed.
• Eye-tracking is objective and exact
• Sources of irritation like social desirability are eliminated

What does eye-tracking show?

Among other things eye-tracking shows

• On what users pay attention
• In which sequence they notice an offer
• Which contents they ignore
• How long they fix one point
• How good they can orientate themselves