3 Major Advantages of Eye Tracking for Researchers
Last week, we gave you an introduction to eye tracking technology. Today, we are going to give a quick overview on what the three major advantages eye tracking provides to researchers:
- Data-driven approach.
Rather than simple observation of where someone is looking (which is rather subjective in nature), an optical tracker supplies objective data. It takes the guess-work out of the equation and provides precise and objective data (or proof) of where the subject is looking. For instance, in pilot training, the instructor no longer has to rely on the pilot’s recollection of their scanning patterns, since eye tracking data will give them an exact answer of where they were looking and when. This provides a deeper view into human to human and / or to human to machine interaction.
- Fixations and scan patterns.
Where a subject fixates, in addition to their scan patterns, can help understand where and how the subject is directing their attention.
Fixation and scan patterns can provide indications of cognition. When someone pauses on a particular location, it can indicate that there was a focused attention and perhaps cognitive processing.
- Analyze areas of interest.
By tracking where a subject is looking, researchers can gain an understanding of how people perceive and interact with their environment.
Areas of specific interest can be outlined so a researcher can gain detailed information on how often and when that specific area is viewed, for how long it is viewed, and how many subjects viewed that location.
Learn more in our latest e-book, where we will cover more on the requirements and features of eye tracking for research here.
Download – A Guide to Selecting Eye Tracking Solutions.