With eye tracking you obtain an understanding of what attracts immediate attention,
which elements get ignored, in which order elements are noticed, and how elements compare to others.
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.
Eye tracking makes it possible to quantify visual attention like no other metric,
as it objectively monitors where, when and what people look at with gaze replays, heat maps, and AOIs:
If you want to measure visual attention to specific elements in the real world across participants with eye tracking, iMotions provides a way for dynamic visual content to be represented by a static image – this is called gaze mapping.
