The Eye-Tracking Technology
The use of infrared technology plays a critical roll in eye-tracking: it allows one to draw connections from a psychological perspective between eye-movement data and neurological processes in the brain.
Eye-tracking analysis documents precisely what people notice - and what not. This is possible in many areas: during shopping, while reading an advertisement, looking over a catalogue, or surfing the net. With the assistance of eye-tracking, you can measure the effectiveness of packaging, advertisements, and products, in order to improve these accordingly and in this way distinguish yourself from the pack. By using eye-tracking, you can discover how attention is distributed across an advertisement, catalogue, or website, which will then allow you to guide that attention to the desired (advertising) message.
The use of infrared technology plays a critical roll in eye-tracking: it allows one to draw connections from a psychological perspective between eye-movement data and neurological processes in the brain.
Eye-tracking analysis documents precisely what people notice - and what not. This is possible in many areas: during shopping, while reading an advertisement, looking over a catalogue, or surfing the net. With the assistance of eye-tracking, you can measure the effectiveness of packaging, advertisements, and products, in order to improve these accordingly and in this way distinguish yourself from the pack. By using eye-tracking, you can discover how attention is distributed across an advertisement, catalogue, or website, which will then allow you to guide that attention to the desired (advertising) message.
What is eye-tracking?
Eye-tracking involves the "tracking of eye movements". It is a method where the scanpath of a person's gaze, while looking over a picture, is traced and recorded. In the process, the movement of the eye across a display surface is caught for just as long as the eye fixates on a particular point. What is being measured, in other words, is the sequence, when, and how long the test subject gazes on a particular area of the image.
Eye-tracking involves the "tracking of eye movements". It is a method where the scanpath of a person's gaze, while looking over a picture, is traced and recorded. In the process, the movement of the eye across a display surface is caught for just as long as the eye fixates on a particular point. What is being measured, in other words, is the sequence, when, and how long the test subject gazes on a particular area of the image.
VAT ID IT01659530214