What is Eye Tracking?
Eye tracking measures and records eye movements with an eye camera. The systems records the eye movements of the user together with the respective monitor images.
![Eye Tracking Einführung](../services/images/eyetracking-einfuehrung.png)
Any content can be presented:
- Mobile apps
- Photos, images
- Websites
- Animations
- Banners
- Kisok systems
- Software programs
- Films
The website gets recorded together with the eye movements on a separate screen.
A major part of eye movements are beyond the control of a person. In the fields market research and usability research eyetracking serves to get a better insight to costumer and user behavoir.
Features of eye tracking
- Most information, which is available for humans, is captured over the eyes. Eye tracking analyses which information gets absorbed.
- Eye tracking is objective and precise.
- Eye tracking eliminates disruptive factors, like social desirability.
![Eye Tracking Blickverteilung](../services/images/eyetracking-blickverteilung.jpg)
What eye tracking reveals:
- Which elements get the users attention?
- In which sequence do visual elements get perceived?
- Which content is ignored?
- How long do users fixate on a certain point?
- How easy or hard can users orientate themselves?
What practical use does eye tracking provide? Examples:
- The positioning of content on websites can be optimised.
- The workflow of software-applications can be optimised.
- For print advertisement the most effective design can be determined.
- An optimal information order can be specified for newsletters and direct mailings.
An eye tracking analysis makes sense in various scopes.
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