How does Eye Tracking work ?

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Using eye-tracking technology and high-speed cameras, eye tracking evaluates what people look at on the screen, when the pupil dilates or contracts, and how often they blink . In this way, it is possible to quantifiably study which elements are attracting the most attention, in what order they see them, and whether any of the parts that are essential for our campaigns are going unnoticed.

Now, to understand how eye tracking works you have to be clear that there are several technologies currently to save this information, but the most popular methods to record eye movement using quality directors email lists eye tracking are: For this reason, we collaborate closely with entities dedicated to research inneuromarketingand we have the possibility of offering advanced studies in neuromarketing applied to performance marketing and digital marketing . If you want to know more about this practice or want to know what kind of services we could offer you, contact us: our team of experts will advise you without obligation.

Infrared cameras
These infrared cameras are truly effective in eye tracking. The method consists of the camera shooting infrared rays that allow a reflection from the pupil to the device back. This way, it calculates precisely where the user is looking.

Although this is the most widely used method of eye tracking because it is the most accurate and reliable , it is not the most economical. Therefore, companies that wish to evaluate these aspects without resorting to excessively high costs, usually opt for one of the following alternatives.