Eye-tracking is a process where a special camera is used to track eye movements and accurately record where the eye focuses when looking at an image.
Once a test is run, you can visualise where test person gazed and how much attention was spent in different locations in the picture.
The data collected can be visualised in various ways, and two of them;
– As a heat map, where coloured clouds are imposed on the picture, where purple and blue colour indicates less attention and yellow and red colour indicates high attention.
– As gaze track, where lines, sometimes numbered, show where and in what order the eye travelled over the picture.
The two techniques can partly be combined, as shown in the picture below.
Eye-tracking is a way to measure what a test person look at in a picture.
But the measurement does not directly reveal what a person perceives in a picture. One has to be careful and not jump to conclusions too quickly, although fascinating aspects may surface.
It could be that an area that the heat map indicate as interesting, is just hard to understand, and is highly confusing, or the test person is bored by the picture and thinks of something different.
Heat map: Red colour indicates where the eye has spent most attention during a test in a picture
Gazetrack: In this picture, one can follow the journey of the eye during the test, and the coloured patches indicate how long the eye stopped at certain spots.