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.
Any content can be presented:
- Mobile apps
- Photos, images
- Kisok systems
- Software programs
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.
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.