Eye Tracking Research
Eye tracking is used to answer an endless array of research questions in fields ranging from psychology, infant and reading research to neuroscience and vision research. In usability studies and market research eye tracking provides unique methods to evaluate how users and consumers experience and perceive different media and communication messages.
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Eye tracking has become a key method for the usability testing of websites and software. It is also is used for testing usability of mobile devices and other physical products.
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Eye tracking is used to analyze user behavior and user interface usability in a wide range of human-computer interaction (HCI) research and as an actual control medium.
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In developmental research eye tracking is used to explain growth and transformation in perceptual, cognitive, and social abilities from infancy through young adulthood.
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Eye tracking is used in research of human language development and skills, in studies ranging from early language aquistition to reading-and-tracking-task performance.
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In the field of ophthalmology, vision specialists use eye tracking to study oculomotor behavior, cognitive visual function and vision deficiencies.
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Neuroscientists use eye tracking in studies of physiological processes and their correlation with cognitive and emotional influences. Studies range from visual processing to neurological diseases.
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Eye tracking in the study of nonhuman primates is used by some of the leading institutes in the field, testing cognitive ability, comparative social cues and behavioral neuroscience/ecology of mans’ closest relative.
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Eye tracking provides unique methods to understand shopper behavior and evaluate package design, POP promotion, product placement and store planning.
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Eye tracking is a well established method for pre-testing and analyzing online markeing, print ads, out-of-home media, TV commercials, and sports marketing.
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Eye tracking is used as a tool in sports research to optimize athletic performance and to detect flaws linked to attentional focus, trajectory estimations, visual search strategies or hand-eye coordination.
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Eye tracking can be used to improve security in many ways. With industrial partners, Tobii explores fields such as data protection, conventional security and process surveillance.
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