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Eye tracking is used in research to understand visual attention and human behavior. Because visual attention is strongly linked to cognition (thought processes) it reveals a lot about what’s going on inside someone’s head. Eye tracking research areas and applications are wide and varied, but include scientific research, marketing and user experience studies, and human performance.
Eye tracking guide
We answer some frequently asked questions about eye tracking.
Use for research
How is eye tracking technology used for research?
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Scientists use it to study human behavior and increase their understanding of things like child development, psychological conditions, and neurological disorders. Marketers often use eye tracking to study consumer behavior, while manufacturers and other businesses can use it to observe human behavior during various tasks to determine the methods of operation and visual attention that yield the best results.
How do eye trackers work
How do eye trackers work?
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Eye trackers work by directing invisible near-infrared light into a person’s eyes and then measuring the reflection of this light with high-definition cameras to determine where their gaze is focused. These cameras and illuminators (the light sources) are usually very small and are positioned inside the eye tracker, as you see with screen-based eye trackers, or they can be integrated into a wearable eye tracker, such as a pair of eye tracking glasses.
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Advanced algorithms are used to calculate with great precision where the person is looking based on the direction of the reflected light. This information is used in conjunction with the material displayed on the screen or scene recordings taken from the scene camera on a wearable eye tracker to give an accurate representation of what the person is looking at.
When to use an eye tracker
When to use an eye tracker?
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You should use an eye tracker if you want to study where someone is looking. This might be the case if you are studying human behavior within various fields such as psychology, neuroscience, marketing, or human performance.
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Eye tracking is also commonly used for user experience testing as it gives great insight into how people interact with a website or design.
Eye tracker tests
What are eye tracker tests?
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Tobii runs numerous eye tracker tests to ensure our products perform to an optimal standard. We have developed a comprehensive test method to confirm the quality of data that our systems produce.
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The method takes into account a variety of scenarios and users and clearly outlines accuracy and precision metrics as well as experimental procedures under variant conditions so you can easily understand and interpret the specifications.
Our solutions
Learn more on how eye tracking is used in a variety field of uses.
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Cognitive and psychological research
Cognitive and psychological research
Academic research in psychology is a broad and dynamic field that encompasses the scientific study of the human mind and behavior.
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Consumer research and user experience
Consumer research and user experience
With eye tracking, you can visualize the impact of your shopper journey, packaging design, advertising, or user experience, empowering you to attract more customers.
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Training and skills assessment
Training and skills assessment
Transfer skills from experts to new recruits and systematically shape operating procedures for improved safety and efficiency.
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Human factors
Human factors
Human factors research is a multidisciplinary field that studies how humans interact with systems, products, tools, environments, or technologies.
Learn more about eye tracking and attention computing
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What is eye tracking?
Eye tracking is a foundational technology for a broad range of applications, including scientific research, behavioral analysis, and assistive technology.
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What is attention computing?
Attention computing is an ecosystem of sensor technologies that interpret our conscious and subconscious behavior through how we move, where we look, and what captures our attention.