24. July 2017

Eye tracking


With eye tracking, the eye movements of a person looking at an object or when performing a task are recorded.

This method can be used to provide individual responses to a variety of issues. The attention data provide essential value added to market research and usability studies by making it possible to gain information on the implicit system of perception in the survey subjects. The quantifiable and objective data can be processed intuitively in attractive reports that also feature graphics (so-called heatmaps).

Key questions include:

  • What is being perceived?
  • How much time is spent observing individual stimuli?
  • How often are certain areas looked at by the subjects?
  • Which areas are observed particularly intensively, and which are just skimmed over?
  • What are the areas of attention?