Eye-Tracking

Eye tracking is the recording of the eye movements of a person or group of people. Eye movements are mainly divided into fixation (points at which the eye lingers for closer observation), saccades (so-called gaze jumps, i.e. rapid eye movements) and regressions.

Various technologies known as eye trackers are used to record and analyse eye movements.
Eye tracking is used as a scientific method in neuroscience, perception, cognitive and advertising psychology, cognitive and advertising psychology, cognitive and clinical linguistics, usability tests, product design and reading research.

Basically, eye trackers can be divided into mobile eye trackers that are permanently attached to the subject’s head and those that are installed externally. The latter can in turn be divided into two categories. In addition, there are basal techniques such as direct recordings with film, a webcam or the computer mouse (here the mouse clicks are used as gaze points).

The data obtained in this way are usually visualised by means of scanpaths or heat maps or attention maps.

The data processed in this way visualise at what point in time a person fixated on which point and these measurement data are then related to the stimulus or area of interest (AOI) under consideration.

For the design of graphical user interfaces, e.g. dashboards or websites, insights can be derived as to which elements were viewed when and for how long. which elements were viewed when and for how long.