Eye-tracking is a technology that records eye movements to understand where and how people focus their visual attention. By using either specialized equipment or more accessible and increasingly popular webcams, eye-tracking monitors the movement of the eyes and provides insights into how individuals interact with digital stimuli, such as images, websites, or videos.
Types of Eye-Tracking Technology
Eye-tracking technology has evolved significantly, offering various methods for tracking eye movements. Here’s an overview of the most common types:
- Infrared-Based Eye-Tracking
Infrared-based eye tracking is the most precise and widely used method. It works by emitting infrared light, which reflects off the cornea and pupil, allowing cameras to capture eye movement data. There are two main types: bright-pupil and dark-pupil tracking, which differ based on the light source's position relative to the optics. Since infrared light is invisible to the human eye, this technique remains unobtrusive and works in low-light conditions.
Pros: High accuracy, works in low light, widely used in professional research.
Cons: Expensive, requires specialized hardware, limited portability.
- Webcam-Based Eye-Tracking
Webcam-based eye tracking uses standard webcams or built-in laptop/smartphone cameras to monitor eye movements. It does not require specialized hardware, making it an affordable and accessible alternative. It uses computer vision and machine learning algorithms to process the video feed from the webcam and detect the movements of the eyes. While traditionally less accurate, software advancements have improved its performance. This method is popular for UX/UI testing, marketing research, and academic studies where large-scale, remote participation is needed.
Pros: Affordable, easy to use, accessible for remote studies.
Cons: Lower accuracy than infrared tracking, dependent on lighting and camera quality.
- Electrooculography (EOG)
EOG measures electrical activity around the eyes using electrodes placed on the skin. As the eyes move, the electrical signals change, allowing researchers to track movement. This method is useful in medical applications, sleep studies, and situations where traditional camera-based tracking is impractical.
Pros: Works in total darkness, useful for medical applications, does not require a camera.
Cons: Lower resolution than optical tracking, requires physical contact with the skin.
Applications of Eye-Tracking
Eye-tracking technology is widely used across various fields for diverse applications. In Marketing & UX Research, it helps businesses analyze how consumers interact with advertisements, websites, and digital content to optimize user experiences. In Psychology & Neuroscience, eye-tracking is used to study cognitive processes, reading patterns, and attention span. In Education & Training, it enhances learning by analyzing reading behaviors and comprehension patterns.
And that's just the beginning! Explore more about RealEye's eye-tracking applications here: Who can benefit from RealEye?
Key Eye-Tracking Metrics
Eye-tracking systems capture various aspects of eye movement to offer insights into attention, cognitive load, and emotional states. By analyzing specific metrics, researchers can gain a deeper understanding of how users interact with content and make decisions. Some of the key metrics include:
- Fixations – these occur when the eyes pause on a specific point for a certain duration. Longer fixations often signal higher interest or cognitive effort. In UX research and marketing, fixation data helps pinpoint which areas attract the most attention.
- Saccades – rapid eye movements between fixations that reveal how the eyes scan a scene. Shorter saccades suggest a search for specific information, while longer ones indicate exploratory behavior.
For a more detailed breakdown of eye-tracking terminology, visit our [Eye-Tracking Glossary].
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