Watch is the Eye Tracking?
Eye tracking is a method to study the visual attention of the user. With it, it is possible to determine in which area their attention is fixed, for how long and the sequence that follows in the visuCurrently, the most used technique is the Corneal Reflection in the Pupil Centre, PCCR in English, as it is not intrusive. For this, it is necessary to use a device that enables the collection of information, the eye tracker.
There are two types of eye trackers: Screen based eye trackers (Wearable eye trackers). The first type is completely non-intrusive, records eye movement at a distance, usually integrated with the monitor and interferes less in the evaluation processes. The second, on the other hand, gives freedom of movement for the user, since it is something wearable (like glasses, for example).
Wearable Eye Tracking
Screen Based Eye Tracking
The eye tracker emits infrared rays towards the user’s eyes, causing reflection patterns in the cornea and pupil. The movement of the eye redirects the cornea, changing these reflection patterns. Then, a camera will capture the image of the eye, allowing you to accurately calculate (based on angles and distances) where the user is looking.
As it identifies where a person is looking, it is possible to draw conclusions from what draws the most attention from the customer, making it possible to better understand where and how to position products in a store to sell more, improve the usability of websites, an e-commerce for example.
This technology can be used to monitor the patient’s behaviour and assist in the diagnosis of diseases such as Attention Deficit Hyperactivity Disorder (ADHD), Autism Spectrum Disorder (ASD), Obsessive-Compulsive Disorder (OCD), Schizophrenia, Parkinson’s disease and Alzheimer’s.
Players can have a more immersive experience using eye tracking, as the game can work dynamically according to the person’s reaction.
Currently, Eye Tracking is a technology used mainly to evaluate and improve the user experience. This area of research is far from exhausted.