We make sense of the world through vision. Eye tracking is a technique that tells you where, how and when people look. This reveals meaningful insights about behavior and performance that are important to you.
Vision is the most developed and the most important of our senses and much of our knowledge of the external world is gathered by using our eyes. Where you place your gaze and how you move your gaze is associated with what you pay attention to and can reveal how you behave, even what you think.
An eye tracker is a sophisticated device attached to a screen or integrated into a pair of glasses that tracks and records where people look and how they move their gaze. With software you can analyze, visualize and interpret this information in multiple ways.
By knowing what a person looks at we can better understand that person’s behavior, or evaluate the performance of images, products, web pages, environments or any other visual object. These insights are extremely useful in many fields in commercial testing and academic research.
Just think about what question could you answer, and which insights you could get if only you knew where people were looking?