The process of eye tracking is undoubtedly complex, but the concept itself is fairly simple: movements of the eyes and their measurements are used to infer various analyses.
Eye trackers can either be remote (screen-based or on a desk top) or mobile (head-mounted).
If you’re wondering how it actually works, near-infrared light is directed toward the pupil and this causes visible reflections in the cornea which a high resolution camera is able to pick up on.
Confused? Don’t be. Leave the tech to the tech people.
WHY SHOULD MARKETERS CARE?
The data that eye tracking provides can reveal insights such as:
- Why do some products engage would-be customers more than others?
- Will a product gain attention and then traction when placed in the market?
- What features consistently engage potential customers?
UX designers in marketing can benefit too. With biometric sensors, data can also measure emotional and cognitive responses, which can drastically improve the user experience. Marketing, among a multitude of other fields, can learn a lot from eye tracking, a continually evolving industry.
Scroll down to learn more about eye tracking with an infographic provided by iMotions, a biometric research platform that simplifies human behavior research through smarter software.
Since 2005, iMotions has developed a software platform that lets researchers integrate best-in-class biosensors, eye tracking, facial expression analysis, EEG, GSR, EMG, ECG and Surveys in one unified software platform. To learn more about eye tracking, download their 26-page guide right now, free of charge.