
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.