EYE TRACKING

Eye Tracking identifies and monitors a person’s visual attention in terms of how the use their eyes to process different regions of interest.

WHAT IS EYE-TRACKING?

Eye Tracking detects and measures eye movements in real-time to understand what people are looking at and translate this information into valuable insights that can be used in a variety of situations.

By measuring the reflection of the cornea and the dilation of the pupils, Eye Tracking helps allows us to understand complex processes like visual attention, engagement, drowsiness and arousal.

Usability Testing | Neuromarketing
Eye Tracking marketing

WHY USE EYE-TRACKING?

Leading consumer brands use eye tracking to better understand customer experience and product performance by measuring visual attention to key messages in product advertisements, placement and branding, package design, and more.

AD TESTING

Are key pieces of information, messaging or artefacts receiving the required amount of visual attention within the ad?

USABILITY TESTING

How effectively is your User Experience (UX) and Customer Experience (CX) designed to support users.

PACKAGE DESIGN

Is your packaging designed in the most impactful way? How does it perform against a competitive set?

STORE LAYOUT

Is your store designed to enhance the experience of retail shoppers? How easy is it for them to navigate their way through different areas of the store?

DECISION MAKING

Why do people make certain decisions? Eye Tracking is a powerful tool in understanding the decision making process and strong indicators for consumer behaviour

About Neuromarketing

SCREEN-BASED EYE-TRACKING

Track Attention in controlled environments

We spend the majority of our time in front of a screen – but what are we really looking at?

Screen-based eye tracking measures & analyses visual attention to almost any form of digital experience and multimedia.

Perform screen-based Eye Tracking on images, videos, websites, games, software interfaces, 3D environments, mobile phones and more to provide deeper insights into eye movements and visual attention.

MOBILE EYE-TRACKING

Real-world insights with wearable Eye Tracking

Understanding how people behave in truly natural settings requires moving out of the lab and taking research tools into the wild.

Eye tracking glasses follow the natural gaze and attention of people in any environment. Eye tracking glasses are entirely non-invasive, allowing for unprecedented insight into how people see the world.

GAZE MAPPING

Gaze Mapping creates a representation of visual attention either individually or across a group.

They can be represented as either static images or dynamic videos, allowing you to understand what sequence people attend to specific pieces of information contained in a visual experience.

STILL IMAGE

How did people navigate their visual attention through an experience? What was seen? What was missed?

VIDEO

Content can be missed during dynamic experiences, ensure that your key pieces of information are arranged in a way that generates attention

BEESWARM

Understand how the attention of a group develops over the course of an experience, what trends begin to emerge?

HEATMAP

Visual representations of attention where the distribution gaze points is overlaid onto the visual experience.

HEATMAPS

Heatmaps are visualisations that demonstrate the general distribution of gaze points. They are typically displayed as a colour gradient overlaid across the visual scene. The red, yellow, and green colours represent in descending order of the volume of gaze points that were directed towards different areas of the scene. 

Using a heatmap is a straightforward method to quickly visualize which elements attract more attention than others. Heatmaps can be compared across single respondents as well as groups of participants, which can be helpful in understanding how different populations might view a stimulus in alternative ways.

AREAS OF INTEREST

An Area of Interest (AOI), is a tool to segment regions of a displayed stimulus, and extract metrics specifically for those regions. While not strictly a metric by itself, it defines the area by which crucial Eye Tracking metrics are calculated.

For example, if you show a picture of a person, it is possible to draw separate AOIs around the body and the face. You will then be able to display metrics for each region separately, like how long did it take for someone to look at a specific region, the length of time respondents spent in the region, how many fixations occurred within the region, how many returned to the region.

AOI's

Where do people fixate? And for how long? Do they return to important pieces of information? Are there items competing for attention?

FAQ

Here you can find some of the questions we are asked about Eye Tracking on a regular basis.

If you have questions you cannot find here, or elsewhere on our website, please contact us by clicking on the button below.

What is Eye Tracking?

Eye tracking is a technology used to measure and interpret the point of a person’s gaze, where someone is looking, or the movements of the eye in response to different pieces of information or experiences.

 

An eye tracker is a device used to measure the specific position and movements of the eye in real-time.

How does Eye Tracking work?

Infrared cameras directed towards the pupils cause reflections in both the pupil & cornea. These reflections, provide information about the movement & direction of the eyes. hese reflections – the vector between the cornea and the pupil – are tracked by an infrared camera. This is the optical tracking of corneal reflections, known as pupil center corneal reflection (PCCR).

What is screen-based Eye Tracking?

Screen-based eye tracking tracks the movements of the eye in response to a given stimulus on a screen. It records and analyses visual attention in response to different experiences across multimedia.

 

It’s possible to perform screen-based eye tracking on images, videos, websites, games, software interfaces, 3D environments and mobile phones to provide deeper insights into visual attention.

What is Mobile Eye Tracking?

Eye tracking glasses enable us to follow and measure the natural gaze and attention of people across all environments.

 

Understanding how participants behave in natural settings is crucial to provide ecological validity to the data collected. Eye tracking glasses are entirely non-invasive, allowing for unprecedented insight into how people see the world.

What is Webcam Eye Tracking?

Eye Tracking dats can be collected online using webcam Eye Tracking to deliver on flexibility and scalability to the data collection process, without the need for additional sensors.

 

Set up studies quickly and easily, and get insights from a scalable remote audience. All carried out via  the user’s browser interface, and it’s GDPR compliant.

EYE-TRACKING ARTICLES

Case Studies
Ulysses 2.2: ‘the wandering i’

The exhibition titled Ulysses 2.2: ‘the wandering i’ used our Eye-Tracking solutions to produce an audio and visual representation of each visitors individual reading of Joyce’s iconic text.

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