About eye tracking in simple words
Posted: Mon Jan 27, 2025 9:27 am
The main thing that eye tracking can do is minimize the use of trial and error by marketers. How and where to place an ad so that users see it despite banner blindness? Where to place the selling content? What will a website visitor pay attention to first? Eye tracking can answer all these and many other questions.
Of course, such technology is not a panacea for problems and not a magic pill for solving all problems. But if you use this tool wisely, then the benefits from it will be simply enormous. It remains only to find out how exactly to conduct an analysis using this method, what equipment and software is required for this and - most cell phone database importantly! - what to do with the information obtained.
Eye tracking technology (also called oculography) makes it possible to track and record the movement of a person's gaze, recording pupil dilation and eye movement. The areas of application of this development are quite diverse. For example, it is used in their research by psychologists and product packaging designers. If we talk about content posted on web resource pages, it is important to know on which part of the screen the user spends more time looking.
As an example, we can consider testing a customer who is looking for a refrigerator on a website. At first, there were no problems: the main page immediately showed a tab with refrigerators. But then the user was no longer sure where to click, which he explained later during the survey. Of course, it is important for testers to know why the client behaved this way and not otherwise. You can track where the person pointed the mouse, whether he scrolled all the way to the end of the page. But, of course, it would be really cool to see the site through the eyes of the client in the literal sense of the word.
The most important thing here is the so-called fixation points, that is, the places where the user looked especially long, trying to understand the essence of what he saw. The term "saccade" is used to describe the process of moving the gaze from one fixation point to another. When the gaze moves quickly, this indicates that the user does not particularly understand what he saw, but it is still clear in what order he looks at the fixation points.
The technology for determining the focus of a person's gaze is based on the fact that the position of the user's pupil is compared with the position of near infrared light (which was reflected by the eye). With this information and knowing the position of the head, it is possible to use eye tracking to determine at what point the user is directing his gaze, and then express in precise coordinates the position of this point on the monitor.
Of course, such technology is not a panacea for problems and not a magic pill for solving all problems. But if you use this tool wisely, then the benefits from it will be simply enormous. It remains only to find out how exactly to conduct an analysis using this method, what equipment and software is required for this and - most cell phone database importantly! - what to do with the information obtained.
Eye tracking technology (also called oculography) makes it possible to track and record the movement of a person's gaze, recording pupil dilation and eye movement. The areas of application of this development are quite diverse. For example, it is used in their research by psychologists and product packaging designers. If we talk about content posted on web resource pages, it is important to know on which part of the screen the user spends more time looking.
As an example, we can consider testing a customer who is looking for a refrigerator on a website. At first, there were no problems: the main page immediately showed a tab with refrigerators. But then the user was no longer sure where to click, which he explained later during the survey. Of course, it is important for testers to know why the client behaved this way and not otherwise. You can track where the person pointed the mouse, whether he scrolled all the way to the end of the page. But, of course, it would be really cool to see the site through the eyes of the client in the literal sense of the word.
The most important thing here is the so-called fixation points, that is, the places where the user looked especially long, trying to understand the essence of what he saw. The term "saccade" is used to describe the process of moving the gaze from one fixation point to another. When the gaze moves quickly, this indicates that the user does not particularly understand what he saw, but it is still clear in what order he looks at the fixation points.
The technology for determining the focus of a person's gaze is based on the fact that the position of the user's pupil is compared with the position of near infrared light (which was reflected by the eye). With this information and knowing the position of the head, it is possible to use eye tracking to determine at what point the user is directing his gaze, and then express in precise coordinates the position of this point on the monitor.