In this blog post we will explore the range of eye trackers available, what types of research each is most suited to, how to understand and interpret the results of your eye tracking study, and the unique benefits of using eye tracking in research. A recording can also be made of the scene a person is looking at, and using eye tracking software it’s possible to produce a visual map of how the person viewed elements of the scene. How quickly an eye tracker is able to capture these images is known as its frequency. This makes it possible to measure and study visual behavior and fine eye movements, as the position of the eye can be mapped multiple times a second. Advanced algorithms are then used to calculate the position of the eye and determine exactly where it is focused.
How does an eye tracker work?Īn eye tracker uses invisible near-infrared light and high definition cameras to project light onto the eye and record the direction it’s reflected off the cornea. Because our eyes are one of the primary tools we use for decision making and learning eye tracking is commonly used by researchers and businesses looking to study human behavior because it’s the only way to accurately and objectively measure and understand visual attention. Technically speaking, eye tracking is the process of measuring eye movements to determine where a person is looking, what they are looking at, and for how long their gaze is in a particular spot. The concept of studying where we look has been around since the 1800s, and today modern eye tracking technology allows us to gather an unrivaled amount of insight into the human mind. They say the eyes are the window to the soul, but they’re also the gateway to knowledge about how people gather information and what influences their actions and decisions.
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