Eye tracking is a unique method to objectively measure consumers' attention and spontaneous responses to marketing messages. These insights help marketers to effectively design communication to catch the shopper's eye.
Eye tracking provides compelling objective data that reveals user behavior behind usability problems. UX and HCI researchers use eye tracking to evaluate and optimize interfaces and the user experience.
Eye tracking is used to better understand an athlete’s individual performance by identifying links between their attentional focus, trajectory estimations, visual search strategies, hand-eye coordination and the individual’s actions during a game.
Eye tracking is used in studies to examine education and learning processes. In addition, classrooms and labs are being equipped with this technology in order to teach tomorrow's workforce how to employ eye tracking in different fields.
Eye tracking in VR reveals what is behind an individual's subconscious reactions and behaviors when interacting with objects and environments, all while leveraging the full control and flexibility of virtual worlds.