iMotions Online features advanced webcam eye tracking technology, powered by iMotions WebET 3.0 which is our pioneering webcam based eye tracker with unmatched accuracy, enabling researchers to gather visual attention data without the need for specialized hardware. This capability is accessible through a standard webcam, making it a scalable and cost-effective solution for conducting remote studies.

How It Works

Webcam eye tracking in iMotions Online functions by analyzing video feeds to detect facial features and eye movements. The process involves four key steps:

  1. Detecting the face
  2. Identifying the eyes within the face
  3. Determining the orientation of each eye
  4. Mapping eye orientation to screen coordinates

Calibration is essential, where participants look at specific points on the screen to build an accurate model.

Pros and Cons worth keeping in mind


  • Cost-Effective: Eliminates the need for expensive eye-tracking hardware.
  • Scalable: Enables global participation in studies via online surveys.
  • Convenient: Allows simultaneous data collection, reducing turnaround time.


  • Accuracy: Generally lower than infrared-based eye trackers.
  • Environmental Sensitivity: Performance can be affected by lighting conditions and participant movements.


Webcam eye tracking in iMotions Online is ideal for various research fields, including UX/UI testing, marketing studies, and preliminary academic research. It provides valuable insights into visual attention patterns, facilitating faster and broader data collection compared to traditional methods.


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