øjentracking

Eyetracking is a method used to measure eye movements or the path of the eye relative to the head. It records the position of the eye and can determine where a person is looking, how long they are looking at a particular spot, and the sequence of their gaze points. This is typically done using specialized devices called eyetrackers. These devices can range from head-mounted systems to screen-based units that use infrared light to reflect off the cornea and pupil. The reflected light patterns are then analyzed by a camera to calculate the gaze direction.

The data generated by eyetracking can be visualized in various ways, such as heatmaps, which show areas of visual attention, and scanpaths, which illustrate the sequence of gaze points over time. Eyetracking has a wide range of applications across different fields. In user experience research, it helps understand how people interact with websites, software, and physical products, identifying usability issues and design flaws. In marketing and advertising, it assesses the effectiveness of advertisements and packaging. In psychology and neuroscience, it is used to study attention, cognition, and visual perception. Furthermore, eyetracking technology plays a role in accessibility, assisting individuals with disabilities by enabling them to control devices or communicate through eye movements. It is also utilized in fields like automotive safety to monitor driver attention and in medical research for diagnostic purposes.