Eye tracking: Gaze data provides valuable information

Eye tracking measures where a person is looking on the computer screen. Eye movements consist of fixations and saccades. Fixations are the phases in which the human eye rests on one point. During the fixations, most of the visual information is recorded. This makes them particularly important for eye tracking analysis. Saccades are the movements of the eye between the individual fixations in which the eye is aligned to a new point. Fixations are visualized as circles, whereby the diameter of the circle describes the length of a fixation. Saccades are represented as connecting lines between the fixations:

Logo EYEVIDO

With the aid of Eye tracking-Analysis you can find out what customers perceive on the screen and how they interact with the content. Among other things, you will find out which contents are viewed in which order and how intensively. You can use this information in a targeted way to optimize designs. On the basis of eye tracking data, you can channel the attention of viewers, communicate information more efficiently and improve the usability of your product. In this way you can turn visitors into customers and new customers into returning customers.

Examine various contents on the screen:

  • Pictures such as advertisements, billboards or mockups
  • PDFs such as brochures or product information
  • Videos such as advertising videos or video trainings from the e-learning area
  • Web content such as company homepages or cloud software
  • Native apps on Android and iOS

Eye tracker for recording the data

Eye tracking data are recorded with the aid of eye trackers. This special hardware is attached under the screen. Eye trackers use infrared light to identify the eye position and the viewing direction of the person in front of the computer screen. They deliver data with high accuracy. The average deviation is about 0.5 cm. Infrared technology makes data collection very robust. This means that people with glasses or contact lenses can also participate in analyses without any problems.

Person in front of the eye tracker

In the EYEVIDO system, we use the latest generation of eye tracking systems for data recording. We currently work with two models from different manufacturers.

What is Cloud Eye Tracking?

Eye tracking analyses are used to optimize visual products such as advertisements, websites or films. Our new approach of conducting web-based eye tracking studies in the cloud is known as Cloud Eye Tracking. We provide the appropriate software and infrastructure. The core of the approach is to store all data centrally on a Server and to access it via the Internet.
Eye tracking studies can be accessed via the EYEVIDO portal via web browser. In the portal, you develop the course of your studies and evaluate the recorded data.

The data recording takes place on Eye tracking Clients. They are equipped with an eye tracker and require Internet access. The EYEVIDO test person software is installed on the client. It guides volunteers autonomously through eye tracking studies and transfers the recorded data to the server.

The procedure of a typical cloud eye tracking study looks like the following:

1.
A new eye tracking study is created in the web interface.

2.
After completion the study is started and the data collection begins.

3.
Test subjects participate in the study on computers equipped with an eye tracker. This can take place in a lab, in a branch or at the subjects' home. In the same office, town, country, or spread worldwide.

Architecture of the EYEVIDO eye tracking software

4.
Transfer of the recorded data on our server via internet connection.

5.
Already intermediate results can be viewed in the EYEVIDO portal.

6.
Visualization and analysis of the data in the web browser. Export of results and generation of a study report.

Advantages compared to conventional methods

Previously, eye tracking studies could only be carried out with desktop software. In comparison, cloud eye tracking offers a number of advantages:

  • study creation and evaluation take place in the browser, independent of the operating system. No software needs to be installed.
  • Collaborative work is simplified: several experts can work on the same study.
  • Data collection takes place regardless of location. Special target groups can also be reached in this way.
  • data are recorded in parallel, so several subjects can participate in studies at the same time.