Eye-Tracking / Tracing is a method for conducting structured observations. It is thus a systematic method to collect data without direct engagement with the participants. The observations can be quantified by previously classifying and coding the research-relevant observed actions.The generated quantitative date can be enriched by qualitative insights, e.g. by using the Eye-Tracking technique and a subsequent questionnaire or focus group.
With Eye-Tracking and Tracing we can understand where and how people place their attention and can thus understand how people perceive the world around them. Basically, eye tracking allows us to look at the world through our target group’s eyes. This helps us to better understand their cognition process and in particular what is important to them an how they make decisions.
The movement and position of the eyes is registered and recorded by high-resolution cameras, mostly integrated into glasses. The Eye-Tracking glasses emit infrared light which is reflected by the eyes. The reflected light is captured by the Eye-Tracking and the eye movements are calculated. The evaluation of eye tracking results in qualitative data, in the form of Heat Maps and Gaze Plots, as well as quantitative key figures through the calculation of metrics. A heat map visualizes the longest and most frequently viewed points. The gaze plots visualization allows to display the order of fixations of a participant on a snapshot. Areas of Interest (AOI) are, as the name suggests, areas of special interest that generate quantitative viewing data and capture the number of fixations in the specified areas.
One of the advantages of Eye-Tracking is that it provides very accurately measured values and its measurements cannot be falsified directly or purposefully, as is the case with self-assessments.
Application
Eye-Tracking and Tracing can be applied to objectively observe participants‘ natural behavior towards new information. By gaining unbiased, detailed, second-by-second insights into how people experience new situations, such as the first interaction with new technology, we can develop a better understanding of the forming of new attitudes based on information intake.
