» Eye Tracking Research & Eye Movement Studies in Poland

What is eye tracking?

Eye tracking is a method of tracking eye movements. It is possible to do this using an oculograph. Eye Tracking allows you to determine how long the person under examination focuses his eyes on a given object, element. With the growing popularity and accessibility of eye tracking equipment, it is now easier for researchers to enhance advertising effectiveness and consumer experiences. It also indicates which elements of a given image are missed and which are noticed. Eye tracking companies utilize advanced technology to provide insights into how consumers engage with brands, aiding in decision-making processes across various marketing disciplines. Eye Trackers are perfect for examining product packaging, store shelves or websites. This method allows to determine where the consumer looks, for how long and in what order.

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Importance of eye tracking research

Eye tracking is a sophisticated technology that captures and analyzes where and how we look at visual objects or scenes. By measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head, eye tracking technology provides deep insights into visual attention, cognitive processing, and behavioral intentions. This technology uses advanced sensors and algorithms to track eye movements, often by measuring pupil center corneal reflections (PCCR). Academic researchers utilize eye tracking to assess attentional processes, compare group behavior, and measure stimuli-induced visual responses. Leading consumer brands leverage eye tracking to understand customer experience and product performance, measuring visual attention to key messages in product advertisements, placement, and branding.

Eye Tracking Technology

Eye tracking technology has seen significant advancements over the years, particularly in sensors, algorithms, and software. There are two primary types of eye tracking technologies: screen-based and wearable. Screen-based eye trackers measure eye movements and gaze behavior of individuals looking at a screen, capturing and analyzing data on where, when, and how long a person looks at different parts of the screen. Wearable eye trackers, such as eye tracking glasses, measure eye movements and gaze behavior in naturalistic settings, providing insights into attention, cognition, emotion, and behavior in real-world contexts. This technology is widely used in academia, marketing, and product development to measure eye movements and analyze data for various applications.

Application of eye tracking survey

Eye tracking is a study that involves recording eye movements. It is used in various fields such as psychology, neuropsychology, market research, user experience and interface research. In psychology and neuropsychology, eye tracking is used to study perception and cognitive processes such as attention, memory and comprehension. In market research, eye tracking methodologies are employed to understand consumer behavior and optimize experiences by analyzing how people look at advertisements, websites, and products. Eye tracking software is a crucial tool for measuring and analyzing eye movement in various scenarios, such as shopping behaviors and ad effectiveness. In user experience and interface research, oculography is used to analyze how people use various interfaces and applications.

Methods of implementing eye tracking survey

There are several methods of performing eye tracking examination, including:

Oculography – this method involves recording eye movements using special sensors such as electrodes, infrared or cameras.
Pupillometry – this method involves recording changes in the size of the eye’s pupil, which are linked to cognitive processes such as attention and memory.
Saccadometry – this method involves recording rapid eye movements called saccades, which are used to move through an image.
Virtual eye-tracking – this method involves simulating eye movements based on the position of the mouse cursor or touch on the screen.
Mobile eye-tracking – involves recording eye movements using special cameras mounted on cell phones or tablets.
Screen based eye tracker – these stationary devices are used primarily for gaze tracking while users are seated in front of a computer screen.

The method of choice depends on the goals of the study and the availability of equipment and budget.

Eye Tracking Study Design

Designing an eye tracking study involves meticulous planning and execution to ensure accurate and reliable data collection. Researchers must consider several factors, including participant recruitment, stimulus selection, and data analysis. Eye tracking studies can be conducted using various methodologies, such as static PC-based eye-tracking, mobile eye-tracking kits, and wearable eye trackers. The type of data collected, such as fixation duration, saccade length, and pupil dilation, must also be considered. Expertise in eye tracking technology, research methodology, and data analysis is crucial for designing effective eye tracking studies that yield meaningful insights.

Do you need eye tracking research?

Fieldstat offers comprehensive Eye tracking surveys that are reliable and take into account all aspects of the study. The company uses a wide range of survey and interview tools, including group discussions and observations. Their professional researchers can help you collect data, interpret the results and draw conclusions. Fieldstat also offers support in preparing reports and presentations of survey results. If you need Eye tracking research, enlist Fieldstat’s help to get the best results. Eye tracking technology also enhances the immersive experience of virtual reality and AR headsets, making it transformative for both academic research and commercial applications.

Who commissions eye tracking studies?

Eye tracking studies can be commissioned by various organizations and institutions, including: eye tracking research companies that are essential players in gaining insights into consumer behavior by analyzing eye movement and attention. Marketing and advertising companies that want to better understand how people look at advertisements, products and websites. Top eye tracking companies, known for their expertise and leadership in the eye tracking industry, utilize innovative technologies to provide deep insights that help businesses optimize their communication strategies, product designs, and overall marketing efforts. Technology and IT companies that want to improve the design of user interfaces and applications. Companies in the film and television production industry that want to better understand how people respond to films and television programs. Research institutions, such as universities, research centers and research institutes that want to better understand cognitive processes and perception. Health companies, such as hospitals and clinics that use eye tracking studies to diagnose and treat various diseases and disorders.

Why conduct eye tracking surveys in your company?

Eye tracking studies involve analyzing the movement of a user’s eyeballs while using different types of content, such as websites, apps, ads or products. They provide very valuable information on how users look at different interface elements, what is important to them and what attracts them. Conducting eye tracking studies in a company allows you to: improve the usability of websites, applications or products, increase the effectiveness of advertisements, increase the effectiveness of interface design, learn about user preferences, better understand customer needs and expectations, get information about what interface elements are most important to users. It is worth remembering that eye tracking studies provide very valuable information that allows you to tailor your offerings to the needs and preferences of your customers, which contributes to increasing the effectiveness of your marketing efforts and increasing customer satisfaction. Therefore, if you want to get to know your customers better and tailor your offer to their needs and preferences, conducting eye tracking studies is crucial for the development of your business.

Eye Tracking Research Ethics

Ethical considerations are paramount in eye tracking research. Researchers must obtain informed consent from participants, ensuring they are fully aware of the study’s purpose, potential risks and benefits, and their rights. It is essential to collect and analyze eye tracking data in a manner that respects participants’ privacy and confidentiality. Researchers must also be mindful of the potential impact on participants, such as fatigue or discomfort, and adhere to established ethical guidelines and regulations, including the Declaration of Helsinki and the Belmont Report. Upholding these ethical standards ensures the integrity and credibility of eye tracking research.

Eye Tracking Research Limitations

Recognizing the limitations and potential biases of eye tracking research is crucial for obtaining accurate and reliable results. Eye tracking data can be influenced by factors such as participant fatigue, eye strain, and technical issues. The accuracy and precision of eye tracking technology also have inherent limitations. Researchers must be aware of potential biases, such as selection bias and confirmation bias, and carefully consider the limitations of data analysis, including the interpretation of results and the generalizability of findings. Addressing these limitations through careful planning and mitigation strategies is essential for conducting robust eye tracking research.

Eye Tracking & Movement Research in Poland