Eye tracking is a sophisticated technology that captures and analyses where and how we look at visual objects or scenes. At its core, it involves measuring either the point of gaze or the motion of an eye relative to the head. This technology leverages advanced sensors and algorithms to accurately track the eye movements of a user, providing insights into visual attention, cognitive processing and behavioural intentions. Eye tracking technology stands at the intersection of human cognition and digital innovation, offering deep insights into the silent language of our eyes.
Light from infrared cameras is directed toward the participant’s pupils, causing reflections in both the pupil and the cornea. These reflections, known as pupil centre corneal reflections, can provide information about the movement and direction of the eyes.
Broadly speaking there are three types of eye tracking applications:
These are devices that measure the eye movements and gaze behaviour of a person who is looking at a screen. Screen-based eye trackers can capture and analyse data such as where, when and how long a person looks at different parts of the screen. They are used for academic research, consumer insights and user experience.
Eye tracking glasses are wearable devices that measure the eye movements and gaze behaviour of a person who is looking at the real world. Eye tracking glasses can reveal information about attention, cognition, emotion and behaviour in naturalistic settings.