näkötutkimus

Näkötutkimus, also known as eye tracking, is a research method used to measure and analyze the eye movements of a person. It involves the use of specialized equipment to record the direction of gaze and the motion of the eyes. The primary goal of näkötutkimus is to understand how individuals perceive and interact with their visual environment.

The technique is widely used in various fields, including psychology, neuroscience, marketing, and human-computer interaction. In psychology, eye tracking is employed to study visual attention, cognitive processes, and emotional responses. In neuroscience, it helps in understanding the neural mechanisms underlying visual perception. In marketing, eye tracking is used to analyze consumer behavior and preferences by observing where and how long individuals look at different elements of an advertisement or product.

The process of näkötutkimus typically involves the use of an eye tracker, which can be either a head-mounted device or a remote system. The participant's eye movements are recorded as they view stimuli, such as images, videos, or websites. The data collected includes the sequence of fixations (points where the eyes remain still) and saccades (rapid movements between fixations). This information is then analyzed to determine areas of interest, scan paths, and other metrics that provide insights into visual attention and cognitive processing.

One of the key advantages of näkötutkimus is its ability to provide objective and detailed information about visual behavior. Unlike self-report methods, which rely on participants' recollections, eye tracking offers a direct and non-intrusive way to measure visual attention. This makes it a valuable tool for researchers and practitioners seeking to understand how people perceive and interact with visual information.