JACK RYAN Labs
Discover how your creative content is being received visually by your audience by experimentation.
Eye-Tracking Behaviour Testing.
Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in human-computer interaction, and in marketing and advertising.
There are a number of different techniques that can be used to track eye movement. The most common method is video-based eye tracking, which uses a specialist camera to record the position of the eye. Other methods include infrared-based eye tracking, electrooculography, and pupil tracking.
Eye tracking has a number of applications. It can be used to study how people read and to understand what factors influence reading comprehension, video attention and creative advertising. It can also be used to investigate how people search for information on websites. In addition, eye tracking can be used as a tool for usability testing, to assess how easy it is for people to use a particular piece of software or hardware.