053 | Eyetracking |
Technical information documenting where and for how long people are looking when using an interface or interacting with products
- Eye movements tracked during reading or image-gaze tasks are identified for moments of fixation and rapid movements from point to point between fixations.
- Technology traces and documents patterns, generating data for interface and design usability studies.
- Optical methods are used to capture corneal reflections of infrared light on video using sophisticated cameras. Small sensing electrodes precisely detect movements.
- It can help examine printed text and visual materials, engaging with products or product assembly tasks, and navigating environments.
- Data is used to generate heat maps, aggregating data from several participants for a visual analysis of scan patterns and distributed attention.
- Eyetracking should be triangulated with other research methods to understand user motivations, information processing, or comprehension.
See alsoAutomated Remote Research • Evaluative Research • Experiments
Eyetracking and heat maps are used by eBay to understand where ads could be most effective and useful, helping to shape an advertising strategy.
Courtesy of eBay Inc.
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