Eye-Tracking

EYE TRACKING

1) What is the Eye-Tracking Technique?

Eye tracking data is collected using either a remote or head-mounted ‘eye tracker’ connected to a computer. While there are many different types of non-intrusive eye trackers, they generally include two common components: a light source and a camera. The light source (usually infrared) is directed toward the eye. The camera tracks the reflection of the light source along with visible ocular features such as the pupil. This data is used to extrapolate the rotation of the eye and ultimately the direction of gaze. Additional information such as blink frequency and changes in pupil diameter are also detected by the eye tracker. The aggregated data is written to a file that is compatible with eye-tracking analysis software. Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head. Aneye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics, marketing, as an input device for human computer interaction, and in product design.

2) Which sectors of activity use this technique?

A wide variety of disciplines use eye tracking techniques, including cognitive science, psychology (notably psycholinguistics, the visual world paradigm), human-computer interaction (HCI), marketing research and medical research (neurological diagnosis). Specific applications include the tracking eye movement in language reading, music reading, human activity recognition, the perception of advertising, and the playing of sport.

3) What do you think of this experiment?

I think, it's important to choice the good marketing research. It's important to know which color, character, words and design to choose.

4) What did you like / dislike about it? 

Thanks to this system, the scientists can determine the excessive manipulations to generate by the industrialists and i like it. But, I dislike the dishonest use of this system by the industrialists.

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