What is Eyetracking?

Our eyes are the organ that allows us to observe and relate to our surroundings daily. We need our visual attention to read the news, get up to prepare breakfast and go shopping, among many of our daily activities. Therefore, this source of information plays a vital role in decision-making.

The eye-tracking technology measures a person’s visual attention level before an external stimulus; this can be found on a digital screen or in a physical environment. In addition, it allows detecting areas of greater visual attention, percentage of visibility of elements, order of visibility of elements, what is the first thing that catches the attention, if an element monopolizes the attention in front of the others, among other indicators to be taken into account.

Eye-tracking devices can be:

Fixed: These devices are sensors that record the movement of the gaze in interaction with a computer screen on which a stimulus, such as an advertising piece or a web page, is displayed.

Mobiles: They take the form of glasses or visors worn while performing any activity, such as walking through a store or examining a gondola or shelf in search of a product or the best offer. The practicality of this tool makes it possible to record information by interacting with natural elements.

Eye movement is recorded using a portable or fixed device, and visual attention indicators are generated. The tool provides different reports, among which are:

  1. Heatmaps: This map has colors that differentiate the number of fixations; this makes it possible to identify which elements or stimuli attract the user’s attention the most.
  2. Gaze plot maps: The order of fixations, the duration of each fixation, and the places where there were points of visual fixation are indicated in the stimulus. The visual patterns of each person (individual form) can be seen.
  3. Opacity map: Creates a layer over the stimulus that obscures and hides the areas with no or deficient number of visual fixation points to highlight the areas of most significant interest. This map allows the possibility of individual or aggregated information.
  4. Areas of Interest (AoI): Allows to single out a particular area to obtain data uniquely.
Eye-tracking technology can be applied to the following areas of study:
  1. Market research and consumer behavior.
  2. Design (web/mobile applications, advertisements, packaging)
  3. Eye patterns during reading (media, education sector)
  4. Media advertising evaluation (OOH, print, digital)
  5. Sports performance improvement
  6. Productivity improvement in operations
  7. Medicine, Psychology, Behavioral Economics, etc.
  8. Video game interaction

Eyetracking is a resource for the analysis of graphic pieces, images, videos, digital portals as well as services. For more information on the analysis of the interaction processes of the person in front of different stimuli or if you have an initiative or project in mind, do not hesitate to write to proyectos@neurometrics.la

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