Post by account_disabled on Oct 22, 2023 9:22:55 GMT
In this article we will deal with How eye tracking works Heatmaps, scans and paths the outputs of the eye tracker Eye tracking and neuromarketing advanced metrics What eye tracking teaches our communication Advanced course Consumer psychology How does eye tracking work? The eye tracker, or the eye tracking investigation tool, measures the activity of our eye. More specifically, the eye tracker records the position and movement of the eye based on optical tracking of corneal reflexes to evaluate visual attention. It is so precise that it is able to evaluate not only the conscious movements of our eyes.
Those of which we are aware, but also the unconscious and automatic ones, which are beyond our control. Often, like everything that concerns our non verbal communication, even seo expater bangladesh ltd unconscious movements are decidedly interesting and important to know, sometimes more than others. The movements of our eye are divided into two categories Fixations , which are recorded when the eye stops, even for just brief moments. Thanks to fixations we are able to define the stimuli we are observing Saccades , or rapid movements between one fixation and another from to milliseconds.
The succession of movements saccades and stopping points fixations allows focusing on points of interest and this is exactly what eye tracking measures. Most modern eye trackers are used like glasses that use infrared technology together with a high resolution camera or other optical sensor to track the direction of your gaze. The underlying concept is commonly referred to as Pupil Center Corneal Reflection PCCR and is quite simple PCCR essentially involves the camera tracking the center of the pupil, where light reflects off the cornea. Why use the infrared spectrum? The answer is more or less understandable. The accuracy of eye movement measurement relies on clear pupil demarcation and corneal reflex detection.
Those of which we are aware, but also the unconscious and automatic ones, which are beyond our control. Often, like everything that concerns our non verbal communication, even seo expater bangladesh ltd unconscious movements are decidedly interesting and important to know, sometimes more than others. The movements of our eye are divided into two categories Fixations , which are recorded when the eye stops, even for just brief moments. Thanks to fixations we are able to define the stimuli we are observing Saccades , or rapid movements between one fixation and another from to milliseconds.
The succession of movements saccades and stopping points fixations allows focusing on points of interest and this is exactly what eye tracking measures. Most modern eye trackers are used like glasses that use infrared technology together with a high resolution camera or other optical sensor to track the direction of your gaze. The underlying concept is commonly referred to as Pupil Center Corneal Reflection PCCR and is quite simple PCCR essentially involves the camera tracking the center of the pupil, where light reflects off the cornea. Why use the infrared spectrum? The answer is more or less understandable. The accuracy of eye movement measurement relies on clear pupil demarcation and corneal reflex detection.