Regardless if you're a student, doctor or professor, every researcher values the power of data. The more data is collected, the more valuable are the study results. So there's no need to explain to you why it's always good to have additional insights, including ones from eye-tracking.
It's a process of measuring where someone was looking (point of gaze) and for how long. It enables tracking the subconscious behavior of your subjects. This great tool is being used by psychologists, neuroscientists, market researchers, graphic designers and many more. Also, since there are some affordable and easy to use online tools, it's an excellent chance for students to learn more about this solution or even to use it for writing their thesis.
Eye-attached tracking - basically special contact lenses. They have an embedded mirror or magnetic field sensor to measure eye movement.
Electric potential measurement - this solution consists of two pairs of electrodes placed on the skin around the eyes. The electric potential is generated by a dipole: negative dipole at the retina and positive at the cornea. While an eye moves from the center towards the periphery position, one dipole (retina) approaches one electrode while the other dipole (cornea) approaches the opposing one. Changes in the potential fields are translated to eye movement.
Optical tracking - this solution uses a light source (usually infrared) and a camera. Light falls on the eye's surface, is reflected, and then sensed by a camera (or some optical sensor). The reflected light is analyzed to extract eye rotation from changes in reflections. Such solutions typically use the corneal reflection and the center of the pupil as features to track over time.
RealEye online webcam eye-tracking - what are the pros and cons?
A camera (webcam) is watching tester while performing a test and by face-tracking algorithms, our software can detect the position of eyes and pupils. The whole process begins with calibration, where our system is learning how tester's eyes look like while watching certain parts of the screen. After successful calibration, we start measuring eye position while displaying stimuli (your item).
You can try by yourself how precisely it works on you or your friends by making a demo test
Also, take a look at our sample results:
"I'm really impressed with what Adam has created with RealEye. It's astounding how easy and fast it is to track and report on eye movement for a page or design."
"With RealEye, we found users weren't noticing key parts of our value proposition, that we couldn't have discovered with screen recordings or heatmaps. This service is invaluable and even better.....affordable."
"RealEye has created a tool that allows us to quickly and easily choose the most effective display or OOH formats."
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For in-depth analysis of webcam eye-tracking accuracy check the following articles:
Either your own participants or RealEye testers. You can invite your users or panel and share the study with them using a participation link. All they need to have is a laptop/PC with a webcam.
We also have a network of panelists from all around the world - mainly from the UK and the US. Randomly picked users can be assigned to your task. They are called RealEye testers. We will not show them your stimuli before the test starts, so their interaction will be natural.