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  • Tivadar Limbacher

Introduction to Eye tracking - Attention computing 101

Eye tracking is a technology that enables researchers to precisely understand where people are looking and the behavior they exhibit while observing their environment or using digital devices. This blog post provides basic information about eye tracking, how it works, and the applications of the technology.

How Eye Tracking Technology Works

Eye tracking systems can be built on various technologies, but the most common method is the combination of infrared light and a camera. The system first determines the position of the eye, then uses infrared light to measure the reflections of the eyeball. The camera then captures these reflections, and software algorithms analyze the data to determine the direction and duration of the gaze.

Applications of Eye Tracking

Eye tracking can be applied in many areas, including psychology, marketing, ergonomics, and user experience research. Here are some examples of eye tracking applications:

Analyzing the user experience of websites and applications: Eye tracking helps designers and developers better understand how users interact with their pages and applications, allowing them to optimize their design based on this information.

Advertising effectiveness and shelf optimization: Eye tracking allows marketers to analyze how advertisements and products attract consumer attention, enabling them to optimize their display and shelf arrangement.

Neuromarketing: Eye tracking data helps researchers better understand consumer decision-making processes, allowing them to develop more effective marketing strategies.

Cognitive and psychological research: Eye tracking data allows psychologists and cognitive scientists to analyze attention, perception, and thought processes.

By understanding the fundamentals of eye tracking technology and its various applications, researchers and professionals across various fields can harness its potential to gain deeper insights into human behavior and cognition.


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