What is eye-tracking? Eye-tracking is sensor technology that can detect a person’s presence and follow what they are looking at in real-time. This technology converts eye movements into a data stream that contains information such as pupil position, the gaze vector for each eye, and gaze point. Essentially, the technology decodes eye movements and translates them into insights that can be used in a wide range of applications or as an additional input modality.
One example that we looked at in class was a study conducted on what men and women really look at when going onto a dating site profile. The results in the study were very interesting to see because there actually was a difference in what men and women first look at and spend the most time on when visiting these sites while looking for a potential partner.
I do think that the use of eye-tracking is a very beneficial technique for digital marketers not only to see further into their customers but also to better understand their target audiences.
