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Learn more about Eye tracking and its uses

Bruce Donners
 


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Eye tracking is a process that measures either the point of gaze or the movement of one’s eyes relatively to the head. This technique is used not only in ophthalmology, but also in psychology and even in marketing research for the purpose of product design. The various methods to measure the eye movement have lead to the creation of software for this purpose. The study of eye movement has its roots in the 1800s.

Since then, owing to technological development, systems have evolved from direct observation to different computer programs that offer a more accurate and correct reading. Most technologies make use of a camera that focuses either on one eye or on both of them and records their movement while the test subject looks at a certain stimulus. There is also great variety of requirements regarding the positioning of the head. Some eye tracking devices require the head to be stable, while other are able to track the movement of the head and adjust the readings accordingly. The eye tracking software available on the market usually uses cameras in order to make the required measurements. Usually, the requirement is that the computer on which the software is installed should be equipped with an infrared or night vision camera.

There are two categories of software: professional software – the kind that ophthalmology offices use – and freeware – the kind of software available for download to anyone who owns a computer and a camera equipped with infrared or night vision. Eye tracking is not only used in ophthalmology, but also in various other commercial sectors, such as advertising or package design. Generally, an eye movement machine is used to measure the eye movement of a number of subjects while they are being shown packages, products, websites, commercials or television programs. This can help the researchers establish what draws the attention of the subjects or how often or how long they gaze upon the company logo. Through this method, marketing researchers establish which type of advertisement catches the attention of the viewer more often, or what kind of package attracts the consumer more. All things considered, eye movement is a very advanced method that serves a great variety of purposes. Eye tracking software is very popular and more and more companies nowadays have begun using it in marketing research.

Eye tracking is a process that measures either the point of gaze or the movement of one’seyes relatively to the head. This technique is used not only in ophthalmology, but also inpsychology and even in marketing research for the purpose of product design. The variousmethods to measure the eye movement have lead to the creation of software for this purpose.

The study of eye movement has its roots in the 1800s. Since then, owing to technologicaldevelopment, systems have evolved from direct observation to different computer programsthat offer a more accurate and correct reading.

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Most technologies make use of a camera that focuses either on one eye or on both of them andrecords their movement while the test subject looks at a certain stimulus. There is also greatvariety of requirements regarding the positioning of the head. Some eye tracking devicesrequire the head to be stable, while other are able to track the movement of the head andadjust the readings accordingly.

The eye tracking software available on the market usually uses cameras in order to make the required measurements. Usually, the requirement is that the computer on which thesoftware is installed should be equipped with an infrared or night vision camera. There aretwo categories of software: professional software – the kind that ophthalmology offices use –and freeware – the kind of software available for download to anyone who owns a computerand a camera equipped with infrared or night vision.
Eye tracking is not only used in ophthalmology, but also in various other commercial sectors, such as advertising or package design. Generally, an eye movement machine is used tomeasure the eye movement of a number of subjects while they are being shown packages, products, websites, commercials or television programs.

This can help the researchers establish what draws the attention of the subjects or how oftenor how long they gaze upon the company logo. Through this method, marketing researchersestablish which type of advertisement catches the attention of the viewer more often, or whatkind of package attracts the consumer more.

All things considered, eye movement is a very advanced method that serves a great variety ofpurposes. Eye tracking software is very popular and more and more companies nowadayshave begun using it in marketing research.

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