Eye Tracking Software for Market Research
Eye-tracking is a process that measures our gaze point, that is, where we look. Mostly, eye tracking is done for research on eye health and development. Gaze Point uses professional eye-trackers to record eye position and movements for successful eye tracking in the USA. Read along to learn more about our eye-tracking software.
Different Eye-Tracking Devices
While eye-tracking devices use a similar principle, there are several types of devices available for this purpose. The most appropriate devices for the user regard the kind of research being carried out. The main groups include:
- Screen-Based: They are stand-alone remote devices that come as individual units or smaller panels which the user attaches to a laptop or desktop monitor.
- Wearable: They encompass eye-tracking glasses or virtual reality (VR) devices fitted with built-in eye-tracking software.
- Webcam: Webcam eye-tracking devices do not contain special sensors and cameras. Rather, they use a sole webcam attached or integrated into a computer.
How Does the Eye Tracker Software Work?
Most eye tracker software uses infrared and HD cameras to direct light into the eye. They then record the direction in which the light is reflected off the cornea. Specialists use advanced algorithms to determine the eye position, which shows precisely where the eye is focused.
This technology enables researchers to study visual behaviors and define fine eye movements because the eye position can be mapped many times in a single second. The speed of the eye tracker to take measurements is called frequency.
Since the gaze direction accuracy depends on the pupil’s clear demarcation and detection of the corneal reflection, an infrared light source is necessary. Regular light sources cannot provide the required contrast. Therefore, the exact accuracy required may be harder to achieve than when they use infrared light.
Choosing the Best Eye Tracker for Research
If you want your respondents seated before a computer during the eye-tracking session, go for a screen-based eye tracker. On the other hand, a head-mounted eye tracker is best if you wish for the respondents to move freely throughout the session.
Ensure you choose a tracker that meets the purchase requirements and specs required to solve your research objectives.
Also, although less expensive, avoid eye trackers that use ordinary webcams if your aim is accurate top-notch results.
Market Research Utility
In market research, eye tracking is used to provide detailed and unbiased data regarding consumer behavior and decision-making processes. For example, market researchers and brand proprietors can study the consumers’ processes when the latter views and selects certain products.
It depicts what elements consumers are naturally attracted to, the areas given the most attention, and those most ignored. This way, they can customize their marketing and advertising strategies specifically to what customers want.
Disparate surveys and questionnaires, eye tracking, produces authentic behaviors and helps design advertisements and product packaging and placement.
Likewise, marketers can test the user experience by viewing their products from the user’s perspective. They do this by studying how platforms and services are utilized effectively to deliver their speculated goals. Eye-tracking also reveals design flaws and unravels valuable methods that weren’t evident during the creative process.
Additionally, marketing researchers can use eye-tracking software to deduce valuable insights on methods used to complete and implement specific tasks and processes. Businesses can also use it to identify safety risks and inefficiencies occurring in the operational process and improve streamlined training. All these are essential to improve productivity.
Moreover, eye-tracking is used in sports research by professionals to track and identify various skills and tactics that improve performance. It offers unique snapshots into tasks carried out quickly and subconsciously by players. Using video playback and gaze point mapping, they can break the rapid and complicated processes into feasible information that can be useful training material when studied.
Eye Tracking Software Sampling Rate
Many people ask the question of how many times per second the eye tracker records eye position. Well, the typical value is somewhere between 30 and 60Hz. However, with effective research-grade equipment, expect a value ranging between 120 to 1000Hz depending on the type of question asked.
Currently, there is a clear understanding of how eye-tracking devices and software work, at least basically, although much has to be learned concerning the topic.
While it might seem strange for first-timers, eye tracking is a simple concept that’s easily achieved when the right equipment is used, and Gaze Point has all that you need in this area. Contact our support service team today for any assistance, or visit our website for up-to-date eye-tracking devices.
