What is eye tracking?

Eye tracking (oculography) is a dynamically developing technology with very diverse applications. It is used in all fields concerned with research on reception and processing of visual information.

Videooculograph devices, simply called eye trackers, are measurement devices based on information registered by cameras tracking eye movements. Dedicated software allows recording, registering, analysing visualising data in an intuitive way. Its use does not require knowledge of any programming language.

Thanks to eye tracker a researcher may obtain detailed data on what the examined person looks at and in what sequence. It allows for identification of areas of focus as well as neglected, hardly noticeable ones.

Preview during registration allows immediate use of feedback, which makes eye tracking especially useful during individual trainings. Obtained feedback allows the trainer to correct unwanted visual behaviours, eliminate distractions or put greater emphasis on training of maintenance of visual attention in areas crucial for a given field.

Areas of application

Marketing, Advertising, Brand management

brand, advertising and product perception and recognition
pre-tests and study of effectiveness of the projects (advertising spots, packages, labels, logo, layouts, promotional newspapers)
product placement
location of advertising spaces
control of the client’s navigation in the shop
organisation of advertising space and shelves in the shop

Ergonomy and Usability

controlling devices using eye movements (devices for disabled people, interactive games)
guiding systems and air traffic control systems
command centres in the army, police, and fire services
solutions increasing road safety (examination of drivers)
distribution of control and measurement devices on control panels, cockpits, and vehicle cabs
management of information (communicativeness of marking and visual accessibility)
tests of software, applications, and interfaces in electronic devices

Education and Sport

improving precision as well as visual and motor coordination
constructing guidebooks
quantitative assessment of changes in reading process
detecting distracting elements
observation of the progress regarding the ability of maintenance of visual attention

Medicine

diagnostics and assessment of treatment of neurological, psychiatric, and ophthalmic diseases (tests of mobility of eyeballs)
assessment of the effects of conservative, pharmacological or surgical treatment of visual impairment
education of radiologists, surgeons, paramedics
study of oculomotor response and fixation stability of the eye

Psychology and Sociology

assessment of human behaviour in various situations
research on Human Computer Interaction (HCI)
assessment of emotional and cognitive state of a human being
observations supplemented with eye tracking method
pupillometry (measurement of the width of the pupils in response to stimuli)
demonstration of short-term and long-term impact of the environment on the human being

Articles

Producers and products

TOBII

Tobii is the global leader in eye-tracking solutions and services. The company originated in Sweden has more than 700 employees, of which about one-third are working in R&D. Tobii’s eye-tracking products range from solutions and services to study human behavior to volume products such as computers, computer games, virtual reality and cars.

Tobii Pro Studio - Software

Comprehensive eye tracking Analysis and visualization software for the screen-based stimuli setups, real-world stimuli setups and research in real environments.

A screen-based eye tracker that captures gaze data at 120 Hz. This ultra-slim, powerful research system is perfect for studies outside of the lab, and a new generation of eye tracking technology takes it possible to track more people than ever.

High frequency eye trackers - Tobii Pro Spectrum

The Tobii Pro Spectrum is our most advanced eye tracking platform, designed for extensive studies into human behavior and the mechanics of the fastest eye movements.

Mobile eye tracker – Tobii Pro Glasses 2

Tobii Pro Glasses 2 is a wearable eye tracker with a wireless live view function for insights in any real-world environment.