Light from infrared cameras is directed towards the participant’s pupils causing reflections in both the pupil and the cornea. These reflections, otherwise known as pupil center corneal reflections (PCCR) can provide information about the movement and direction of the eyes.
Academic researchers use information about eye movements and fixations to assess attentional processes, compare group behavior, measure stimuli-induced visual responses, and more.
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.