Eye tracking is a sensor technology that makes it possible for a device to measure eye positions and eye movement.
More specifically, an eye tracker can detect the presence and focus of the users. Therefore, researchers use eye tracking data to measure induced visual responses and compare group behavior.
Besides that, consumer brands use sensor technology to get a better understanding of customer response to package design key messages in advertising, and not only.
They all rely on popular eye-tracking software tools that are easy to install and integrate stimulus presentation and advanced data analysis options.