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What is eye tracking?
Have you found yourself wondering, what is eye tracking? It’s becoming quite popular these days, so no doubt you’ve heard a little about it. But it can be a confusing subject. Whether you are interested in learning more about eye tracking for use in your occupational field, or just for your own curiosity, this article will give you a concise overview of what eye tracking is and how it is used.
The first subject in what is eye tracking is the technology. Eye tracking uses computers, videos and software to monitor eye movements. You might choose to monitor eye movements when a specific advertising campaign is shown, or when a traumatic life event is brought up, or after head trauma. Using a machine that records the eye movements before the images are shown, during the advertisement, and after the ad has ended, including time discussing the ad, you can record the eye movements and responses on a computer for further evaluation.
The next step in what is eye tracking is to analyze the data. This used to be the hardest part of the process, where an expert would be needed. But today’s technology and computer software makes this part of the process fairly easy. The software can analyze the movements that occurred before, during and after the testing and comprise results. These results can also be cross-examined with results from other people to see differences in responses based on age, gender, etc.
If you are intrigued by what is eye tracking and think you might be interested in using this process yourself, you have many options. If you are looking to use video eye tracking in advertising research, you may have to spend a larger sum of money to get a system set up that can analyze the volume of people you are interested in screening for. Of course, in the long run, the money you invest will be worth it because you will be able to get more clients when you have more advanced evaluation methods
On the other hand, if you are interested in using eye tracking on a smaller level, in your private psychological practice for instance, then you can get a system set up quite easily and affordably. All you need is a computer, the eye tracking equipment and the eye tracking software. Or perhaps you don’t have a use for eye tracking at this time. Even if you never utilize the information about what is eye tracking, it is still important to be up-to-date on the brain analysis methods of the future.
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