HOW DO PEOPLE'S EYE MOVEMENTS IMPACT THEIR EXPERIENCE
Using Eye-Tracking it is possible to understand what attracts a person’s immediate visual Attention, and why?
You can understand what is seen, which elements get ignored, and the sequence that different pieces of information are noticed, allowing you to determine how specific elements perform compared to others.
HOW IT WORKS
Infrared cameras directed towards the pupils cause reflections in both the pupil & cornea. These reflections, provide information about the movement & direction of the eyes.
By measuring Eye Movements, Fixations & Dwell Times we can assess attentional processes, compare group behaviour, to interpret how a given experience affects visual responses. Ultimately driving optimisations in Customer Experiences, Product Design & Communications Effectiveness.
Have you designed your experiences with attention in mind?