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Eye tracking

Eye tracking describes a technical procedure for measuring and optimizing the visual attention effect.

Practice

By means of special devices (eyetrackers) individual eye movements of test persons can be traced. The eye movements of a test person are simulated, whereby individual eye movements as well as sequences are recorded and analysed by using a computer mouse and clicks.

Fields of application

The eye tracking method is used in medicine, neuroscience, advertising, product design, computer games or in online marketing.

Example

Within online marketing, eye tracking is a common method for measuring usability and is used to evaluate and, if necessary, optimise the user experience when viewing a website, for example.