Glossaries
Eye Tracking
What is Eye Tracking in User Research?
Eye tracking is a technology used in user research that records and analyzes the movement of a person's eyes as they interact with a product, website, or environment. It helps researchers understand where users look, for how long, and in what order, providing valuable insights into user behavior and attention patterns.
Synonyms: Gaze tracking, Visual attention analysis, Eye movement recording, Ocular tracking
How Eye Tracking Works in User Research
Eye tracking technology uses specialized cameras and sensors to detect and record the movement of a user's eyes. These devices can be integrated into computer screens, glasses, or standalone units. As users interact with a product or interface, the eye tracker captures data on their gaze patterns, fixations, and saccades (rapid eye movements between fixation points).
Benefits of Eye Tracking in UX Design
Eye tracking offers several advantages for user experience (UX) researchers and designers:
- Objective data: It provides unbiased information about user attention and behavior.
- Visual attention insights: Researchers can identify which elements attract users' focus and which are overlooked.
- User journey mapping: Eye tracking helps visualize the path users take through an interface or product.
- Usability problem detection: It can reveal issues with layout, content placement, or navigation that may not be apparent through other research methods.
Examples of Eye Tracking Applications
Eye tracking is used across various industries and research fields:
- Website optimization: Analyzing how users scan web pages to improve content layout and call-to-action placement.
- Mobile app testing: Understanding how users interact with mobile interfaces to enhance usability.
- Advertising effectiveness: Measuring the impact of ad placements and designs on viewer attention.
- Packaging design: Evaluating how consumers visually engage with product packaging on store shelves.
- Accessibility research: Studying how users with disabilities interact with interfaces to improve inclusive design.
Frequently Asked Questions
- What is a heat map in eye tracking?: A heat map is a visual representation of eye tracking data that uses colors to show which areas of an interface or image received the most visual attention from users.
- How accurate is eye tracking technology?: Modern eye tracking systems can be highly accurate, with some achieving accuracy levels of 0.5 to 1 degree of visual angle, which is about the size of a person's thumbnail at arm's length.
- Can eye tracking be used for remote user testing?: Yes, there are eye tracking solutions designed for remote testing, allowing researchers to collect data from users in their natural environments.
- What's the difference between fixations and saccades in eye tracking?: Fixations are brief pauses where the eyes focus on a specific area, while saccades are rapid movements between fixations. Both are important metrics in eye tracking analysis.