{"id":55021,"date":"2022-03-03T14:38:47","date_gmt":"2022-03-03T14:38:47","guid":{"rendered":"https:\/\/eyeware.tech\/?p=55021"},"modified":"2023-04-07T23:05:37","modified_gmt":"2023-04-07T23:05:37","slug":"what-is-eye-tracking","status":"publish","type":"post","link":"https:\/\/eyeware.tech\/es\/blog\/que-es-el-seguimiento-ocular\/","title":{"rendered":"Comprender el seguimiento ocular y c\u00f3mo puede funcionar para usted: definiciones, m\u00e9tricas y aplicaciones"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Eye tracking is a crucial technology to help us understand human behavior and the underlying thinking processes. Its applications are limitless, both in research and commercial use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Overall, eye and gaze tracking technology provide invaluable insight and opportunities. To unpack its complexity, let\u2019s explore the fundamental questions<\/span> <span style=\"font-weight: 400;\">of <\/span>qu\u00e9 es el seguimiento ocular<span style=\"font-weight: 400;\">, <\/span>how it works,<span style=\"font-weight: 400;\"> y <\/span>what are its applications<span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><!--more--><\/p>\n<h2><b>What is Eye Tracking?<\/b><\/h2>\n<blockquote><p><span style=\"font-weight: 400;\">Eye tracking enables <\/span><b>the measurement of eye movements, eye positions, and points of gaze<span style=\"font-weight: 400;\">\u00a0<\/span><\/b>through various <b><span style=\"font-weight: 400;\">technological processes<\/span><\/b><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">In other words, eye tracking identifies and monitors a person&#8217;s <\/span><b>visual attention<\/b><span style=\"font-weight: 400;\"> in terms of location, objects, and duration.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Eye tracking technology is often mentioned concerning:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measurement of blinking patterns<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identification of what a subject ignores\/does not look at<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Assessment of pupil reaction when presented with visual\/emotional stimuli<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Facilitation of human-computer interaction and <\/span><a href=\"https:\/\/www.wired.com\/story\/tracking-readers-eye-movements-can-help-computers-learn\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">machine learning<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<h3><b>Eye Tracking and Gaze Tracking Basics<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The premise on which eye tracking technology was founded is:<\/span><\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=Humans%20communicate%20via%20eye%20contact.%20By%20passing%20that%20very%20attribute%20on%20to%20computers%2C%20they%20will%20be%20able%20to%20function%20in%20a%20more%20human-like%20manner.&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" rel=\"noopener noreferrer\">Humans communicate via eye contact. By passing that very attribute on to computers, they will be able to function in a more human-like manner. <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=Humans%20communicate%20via%20eye%20contact.%20By%20passing%20that%20very%20attribute%20on%20to%20computers%2C%20they%20will%20be%20able%20to%20function%20in%20a%20more%20human-like%20manner.&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Clic para tuitear<\/a><\/span>\n<p><span style=\"font-weight: 400;\">To do so, psychologists studied, in detail, the physiology and anatomy of the eye and the cognitive operations associated with the visual system.<\/span><\/p>\n<h4><b>Anatomical Aspects<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The brain processes images through light-sensing cells in the retina. These rod cells and cone cells detect light that comes in through the pupil and send the visual data to the brain.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While there are far fewer cone cells than rod cells in the retina, the former permit humans <\/span>to see in high resolution and full color<span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-55028 size-medium\" src=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/eye-anatomy-300x300.png\" alt=\"eye anatomy\" width=\"300\" height=\"300\" title=\"\" srcset=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/eye-anatomy-300x300.png 300w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/eye-anatomy-150x150.png 150w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/eye-anatomy-768x768.png 768w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/eye-anatomy-1024x1024.png 1024w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/eye-anatomy.png 1500w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/span><\/i><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Source: Blausen.com staff (2014). &#8220;<\/span><\/i><a href=\"https:\/\/en.wikiversity.org\/wiki\/WikiJournal_of_Medicine\/Medical_gallery_of_Blausen_Medical_2014\" target=\"_blank\" rel=\"noopener noreferrer\"><i><span style=\"font-weight: 400;\">Medical gallery of Blausen Medical 2014<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">&#8220;. WikiJournal of Medicine 1 (2). DOI:<\/span><\/i><a href=\"https:\/\/doi.org\/10.15347\/wjm\/2014.010\" target=\"_blank\" rel=\"noopener noreferrer\"><i><span style=\"font-weight: 400;\">10.15347\/wjm\/2014.010<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">. ISSN<\/span><\/i><a href=\"https:\/\/www.worldcat.org\/issn\/2002-4436\" target=\"_blank\" rel=\"noopener noreferrer\"> <i><span style=\"font-weight: 400;\">2002-4436<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Cone cells are in <\/span>the fovea, the center of the visual field. The fovea is the region with the highest visual acuity in the eye, but it is notably small. Outside the area of foveal vision is the peripheral region, where clarity decreases significantly.<\/p>\n<p>As a result, to process detailed visual information of interest, the eye has to move.<\/p>\n<p>The compromise of having a high-resolution central vision and low-resolution peripheral vision is what enables eye tracking technology, to begin with.<\/p>\n<h4><b>Eye Movements<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The eye executes a number of movements, such as vergence or torsional. However, the most pertinent ones measured through eye tracking are <\/span><b>fixations<\/b><span style=\"font-weight: 400;\">, <\/span><b>saccades<\/b><span style=\"font-weight: 400;\">y <\/span><b>smooth pursuit<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Fixations<\/b><span style=\"font-weight: 400;\"> occur when the eye stops to collect visual data. Although the duration of one is highly variable, the longer a fixation is, the more visual information is processed.<\/span><\/p>\n<p><b>Saccades<\/b> <span style=\"font-weight: 400;\">are fast \u201cjumps\u201d that the eye performs between fixations in a static environment. The eye moves from one object of interest to another with the goal of acquiring new visual data in high resolution.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Due to the extreme speed of saccades, vision is suppressed. Thus, they are not as significant in gaze tracking as fixations are. Yet, they do reveal information about the course of fixations and visual attention.<\/span><\/i><\/p>\n<p><b>Smooth pursuit<\/b><span style=\"font-weight: 400;\"> is the eye movement that takes place when looking at an object in motion and following it. As visual intake is possible during smooth pursuit, the movement is relevant for tracking eye movements.\u00a0<\/span><\/p>\n<h4><b>Pupil Size<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Additionally, video-based gaze tracking allows the measurement and analysis of pupil size. To get accurate pupil tracking data, the environment needs to be rigorously controlled.<\/span><\/p>\n<p>Inadequate test conditions, pupil dilation can be observed and monitored as a result of:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Strong emotional stimuli<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Acute attention<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Illumination<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Working memory load<\/span><\/li>\n<\/ul>\n<h4><b>Visual Attention<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Most importantly, visual eye tracking <\/span>facilitates the study of visual attention.<\/p>\n<p><span style=\"font-weight: 400;\">Due to the limited nature of image processing resources, the brain selectively chooses relevant visual information based on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Interesar<\/b><span style=\"font-weight: 400;\"> \u2013 the conscious or unconscious decision to look at an object<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Environment<\/b><span style=\"font-weight: 400;\"> \u2013 elements detected through peripheral vision<\/span><\/li>\n<\/ul>\n<p>In academia, the examination of visual attention leads to understanding of attention mechanisms in general. It sheds light on the cognitive processing that takes place during the execution of a given task.<\/p>\n<p><span style=\"font-weight: 400;\">For the same reason, eye tracking and attention analysis are valuable within the realm of commercial operations too.<\/span><\/p>\n<h3><b>Is eye tracking used for qualitative or quantitative research?<\/b><\/h3>\n<p>In the context of research methods, eye tracking is used for both qualitative and quantitative research.<\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Qualitative research<\/b><\/td>\n<td>\n<p style=\"text-align: center;\"><b>Quantitative research<\/b><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td><span style=\"color: #008000;\"><b>\u2713<\/b><\/span><span style=\"font-weight: 400;\"> Behavior interpretation<\/span><\/td>\n<td><b><span style=\"color: #008000;\">\u2713<\/span> <\/b><span style=\"font-weight: 400;\">Dependent variable<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"color: #008000;\"><b>\u2713<\/b><\/span> <span style=\"font-weight: 400;\">Usability (UX\/UI)<\/span><\/td>\n<td><b><span style=\"color: #008000;\">\u2713<\/span> <\/b><span style=\"font-weight: 400;\">A\/B testing<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"color: #008000;\"><b>\u2713<\/b><\/span> <span style=\"font-weight: 400;\">Retrospective interviews<\/span><\/td>\n<td><b><span style=\"color: #008000;\">\u2713<\/span> <\/b><span style=\"font-weight: 400;\">Stimuli measurement<\/span><span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">\u00a0<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><b>Standard vs. 3D Eye Tracking<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">While standard limitations of eye tracking face a series of limitations, 3D eye tracking for depth sensors solves the challenges with the following solutions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Wide range<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Multi-person tracking<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">3D line of sight<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">No calibration<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Software only (if eye tracking device integrates 3D camera)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">At the time of writing this piece, <\/span><b>Eyeware is the only company in the world that publicly offers a commercial eye tracking solution for 3D cameras<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><iframe title=\"Eyeware GazeSense\u2122 Software Demo | Head &amp; Eye Tracker For Consumer-grade Depth-Sensing 3D Cameras\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/AhQPxkjsW2w?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h4><span style=\"color: #ff6600;\"><span style=\"color: #000000;\"><span style=\"font-weight: 400;\">Eyeware\u2019s <\/span><b>real-time 3D gaze coding software<\/b><\/span><span style=\"font-weight: 400;\"><span style=\"color: #000000;\"> GazeSense offers an easy solution for getting quantitative and qualitative eye tracking data. Discover here how it can help your business, industrial, or research endeavors \u2013<\/span> <\/span><span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"http:\/\/gazesense.com\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">gazesense.com<\/span><\/a><\/span><\/span><span style=\"font-weight: 400; color: #000000;\">.<\/span><\/span><\/h4>\n<p>&nbsp;<\/p>\n<blockquote>\n<h3><span style=\"color: #ff6600;\"><span style=\"font-weight: 400; color: #000000;\">Do you want to try webcam-only eye tracking right now? Download <a href=\"http:\/\/beam.eyeware.tech\"><span style=\"color: #3366ff;\"><strong>Haz Eyeware<\/strong><\/span>,<\/a><\/span><\/span><span style=\"color: #ff6600;\"><span style=\"font-weight: 400; color: #000000;\"> our AI-powered webcam app with gaming, productivity and privacy features.<\/span><\/span><\/h3>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<h2><b>How Does Eye Tracking Work?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Eye tracking works by following the eye position and movements <\/span>non-intrusively. A source of invisible near-infrared or infrared light illuminates the pupil. Thus, a reflection generates on the cornea.<span style=\"font-weight: 400;\"> An infrared camera will then record that reflection, delimit the center of the pupil, deduce eye rotation, and determine gaze direction.<\/span><\/p>\n<p>In terms of PCCR eye tracking, Pupil Center Corneal Reflection (PCCR) is the formal term for the main method eye tracking uses, in which the pupil and corneal reflections are optically monitored.<\/p>\n<p><span style=\"font-weight: 400;\">The eye position, point of gaze, and eye movements are all calculated using advanced mathematical algorithms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After that, the recorded information becomes raw data that eye tracking software subsequently processes.\u00a0<\/span><\/p>\n<h3><b>How Do Eye Trackers Work With Calibration<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To achieve precision and accuracy in eye tracking, the user needs to take the <\/span>lack of alignment between the optical and visual axes<span style=\"font-weight: 400;\"> into consideration. While the optical axis is visibly measurable, the fovea\u2019s location is off by a few degrees.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-55030 size-medium\" src=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/visual-and-optic-axes-270x300.jpg\" alt=\"visual and optic axes\" width=\"270\" height=\"300\" title=\"\" srcset=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/visual-and-optic-axes-270x300.jpg 270w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/visual-and-optic-axes.jpg 345w\" sizes=\"(max-width: 270px) 100vw, 270px\" \/><\/span><\/i><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Source: Dorland&#8217;s Medical Dictionary for Health Consumers. (2007).<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">This requires <\/span>correction<span style=\"font-weight: 400;\"> (calibration) to ensure that the positions of the pupil and gaze align.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before starting an experiment, the system calibrates by monitoring the pupil positions for one or more predefined points.<\/span><\/p>\n<h3><b>Data<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Following the calculation of a gaze point, the raw data appears in the form of an <\/span>XY coordinate. <span style=\"font-weight: 400;\">The XY coordinate indicates where a participant is looking on the screen. Then, the gaze tracking outputs coordinates according to its frame rate speed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Software tools are typically used for eye tracking and processing data, namely identifying fixations and saccades. Fixations often show up as dots with sizes corresponding to the duration of the movement. Saccades are the lines that connect the fixation-dots.\u00a0<\/span><\/p>\n<p>These actions can help clean the raw data before generating visualizations:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reduce noise density<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Improve precision<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Apply an eye movement classification algorithm<\/span><\/li>\n<\/ul>\n<h3><b>Metrics &amp; Visualizations for Eye Tracking Data Ana<\/b><b>lysis<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">From static to animated representations, eye tracking and gaze tracking use <\/span><span style=\"font-weight: 400;\">a variety of metrics<\/span><span style=\"font-weight: 400;\"> and visualizations for inspecting<\/span><span style=\"font-weight: 400;\"> the data collected.<\/span><\/p>\n<h4><b>Fixations<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Together with saccades, fixations create a <\/span><span style=\"font-weight: 400;\">scanpath, i.e., the path that a subject\u2019s eyes follow. Additionally, eye tracking permits the measurement of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Time to first fixation (TTFF) <\/b><span style=\"font-weight: 400;\">\u2013 the time between the onset of a stimulus and the fixation within an area of interest (AOI). This provides insight into visual attention.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>First fixation duration<\/b><span style=\"font-weight: 400;\"> \u2013 total time of first fixation<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Fixation count<\/b><span style=\"font-weight: 400;\"> \u2013 how many fixations took place inside an AOI<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Average fixation duration<\/b><span style=\"font-weight: 400;\"> \u2013 the higher the average fixation duration, the more attractive an AOI is for the respondent<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Fixation sequences<\/b><span style=\"font-weight: 400;\"> \u2013 comprised of fixation location and time of fixation<\/span><\/li>\n<\/ul>\n<h4><b>Gaze points &amp; p<\/b><b>l<\/b><b>ots<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Whi<\/span><span style=\"font-weight: 400;\">le a gaze point reveals where a respondent is looking, a gaze plot facilitates the visualization of the scanpath. Gaze path plots depict the chronological order in which fixations and saccades were performed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aggregated gaze plots are used to assess the scanpaths of multiple respondents to ultimately identify behavior patterns.<\/span><\/p>\n<h4><b>Areas of Interest (AOI)<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">To assess different fixation metrics, areas of interest (AOIs) are used to select specific regions in a scene.<\/span><\/p>\n<figure id=\"attachment_55032\" aria-describedby=\"caption-attachment-55032\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-55032 size-medium\" src=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI-300x154.jpg\" alt=\"dim eye tracking area of interest\" width=\"300\" height=\"154\" title=\"\" srcset=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI-300x154.jpg 300w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI-768x393.jpg 768w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI-1024x524.jpg 1024w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI.jpg 1533w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-55032\" class=\"wp-caption-text\"><em>Dim Light &#8211; In-Car Environment<\/em><\/figcaption><\/figure>\n<figure id=\"attachment_55033\" aria-describedby=\"caption-attachment-55033\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-55033 size-medium\" src=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI3-300x153.jpg\" alt=\"bright eye tracking area of interest\" width=\"300\" height=\"153\" title=\"\" srcset=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI3-300x153.jpg 300w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI3-768x392.jpg 768w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI3-1024x522.jpg 1024w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/AOI3.jpg 1532w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-55033\" class=\"wp-caption-text\"><em>Strong Light &#8211; Office Environment<\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">For delimitation, the AOIs are drawn on the image, around the elements chosen for comparison.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Ratio<\/b><span style=\"font-weight: 400;\"> \u2013 the number of participants who fixated on an AOI<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Dwe<\/b><b>ll time<\/b><span style=\"font-weight: 400;\"> \u2013 how much time was spent viewing an AOI, i.e., duration of observation<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Observation count<\/b><span style=\"font-weight: 400;\"> \u2013 the number of times a participant revisited an AOI<\/span><\/li>\n<\/ul>\n<h4><b>Heat maps<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">As a visualization tool, a heat map illustrates how fixations and gaze points are distributed. Green, yellow, and red tones are used to show the density of gaze points in specific parts of the AOI.<\/span><\/p>\n<figure id=\"attachment_55035\" aria-describedby=\"caption-attachment-55035\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-55035 size-medium\" src=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap1white-300x169.jpg\" alt=\"eye tracking heat map light\" width=\"300\" height=\"169\" title=\"\" srcset=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap1white-300x169.jpg 300w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap1white-768x432.jpg 768w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap1white-1024x576.jpg 1024w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap1white.jpg 3840w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-55035\" class=\"wp-caption-text\"><em>White Background Heat Map Sample<\/em><\/figcaption><\/figure>\n<figure id=\"attachment_55034\" aria-describedby=\"caption-attachment-55034\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-55034 size-medium\" src=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap2-300x169.jpg\" alt=\"eye tracking heat map dark background\" width=\"300\" height=\"169\" title=\"\" srcset=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap2-300x169.jpg 300w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap2-768x432.jpg 768w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap2-1024x576.jpg 1024w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/heatmap2.jpg 3840w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-55034\" class=\"wp-caption-text\"><em>Black Background Heat Map Sample<\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Eye tracking and heat maps work on the principle that the <\/span>more fixations take place in a certain area, the redder the region will be.<\/p>\n<h4><b>Focus\/opacity maps<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">An opacity map, a<\/span><span style=\"font-weight: 400;\">l<\/span><span style=\"font-weight: 400;\">so known as a focus map, shows the same information as a heat map but in a different manner.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of covering the areas that received the most visua<\/span><span style=\"font-weight: 400;\">l attention, a focus\/opacity map highlights them clearly. In turn, the areas with the fewest fixations are darkened.<\/span><\/p>\n<h3><b>Measures<\/b><\/h3>\n<p>The standard unit of measure in eye tracking is gaze points:<\/p>\n<p style=\"text-align: center;\"><span style=\"color: #003366;\"><b>1 gaze point = 1 raw eye tracking sample<\/b><\/span><\/p>\n<p style=\"text-align: center;\"><b>E.g.: 60 Hz sampling rate = 60 separate gaze points\/second (1 gaze point\/16.7 milliseconds)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A consumer eye tracking device has a sampling rate that can vary from 30 to 60 Hz. Research-dedicated units can track at about 120 Hz to 1000 Hz (and some even up to around 2000 Hz).<\/span><\/p>\n<p>Eye movement speed and frequency averages are:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Fixation<\/b>\n<ul>\n<li><span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">From 100 to over 600 milliseconds<\/span><\/li>\n<li>Usual duration: 100-300 milliseconds<\/li>\n<li>Typical frequency: around 3 Hz<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><b>Saccade<\/b>\n<ul>\n<li><span style=\"font-weight: 400;\">From 20 to 120 milliseconds<\/span><\/li>\n<li>Usual duration: 20-40 milliseconds<\/li>\n<li>Up to 600-700 degrees\/second<\/li>\n<li>Typical frequency: 4 times\/second at about 4 Hz rate<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><b>Smooth<\/b> <b>pursuit<\/b><span style=\"font-weight: 400;\"> \u2013 up to 30 degrees\/second<\/span><\/li>\n<\/ul>\n<h2><b>Hardware &amp; Software: Gaze Tracking Tools<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Eye tracking and gaze tracking need a device to capture information and a system to track and process it, i.e., hardware and software.<\/span><\/p>\n<h3><b>What is Eye Tracking Software?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Although the features vary from one brand to another, there are typically two types of software that need to be used in the standard eye tracking process:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Software for <\/span>acquiring and recording data<\/li>\n<li style=\"font-weight: 400;\">Software for processing and analyzing data<\/li>\n<\/ul>\n<p>Furthermore, depending on the developer, dedicated software might be needed for:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Different types of eye trackers (e.g. glasses vs. screen-based)<\/li>\n<li style=\"font-weight: 400;\">A specific eye tracker<\/li>\n<li style=\"font-weight: 400;\">Different stimuli (e.g. static vs. dynamic)<\/li>\n<\/ul>\n<p>However, there are several integrated software solutions available for both data acquisition and analysis.<\/p>\n<p>Regardless of the software chosen, some key features<span style=\"font-weight: 400;\"> to consider are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Accuracy<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Calibration time<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Optimal distance<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Latency<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sampling rate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tracking angles<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Head movement range<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recovery time<\/span><b><br \/>\n<\/b><\/li>\n<\/ul>\n<h4><b>Eye Tracking Without Glasses: How Does Eyeware&#8217;s 3D Gaze Tracking Work?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The state-of-the-art eye tracking software solution provided by Eyeware uses<\/span> depth-sensing cameras to ease human-machine interaction in 3D.<\/p>\n<p><iframe title=\"Festo - BionicWorkplace (Espa\u00f1ol\/Alem\u00e1n)\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/InHJ_Tvzl28?start=67&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<blockquote><p><a href=\"https:\/\/eyeware.tech\/gazesense\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">GazeSense<\/span><\/a> annotates 3D objects of interest <span style=\"font-weight: 400;\">y <\/span>outputs data in real-time<span style=\"font-weight: 400;\"> for simultaneous multi-person studies. As a result, it delivers information about attention, intention, interest, and engagement.<\/span><\/p><\/blockquote>\n<p>Without requiring glasses<span style=\"font-weight: 400;\"> or other wearable trackers, the award-winning software works with a variety of consumer and custom devices with depth sensor technology. From <\/span>smartphones<span style=\"font-weight: 400;\"> to <\/span>development kits<span style=\"font-weight: 400;\">, <\/span>laptops<span style=\"font-weight: 400;\"> o <\/span>gaming peripherals<span style=\"font-weight: 400;\">, GazeSense is compatible with stereoscopic, structured light, and ToF cameras, as well as custom 3D sensors.<\/span><\/p>\n<p><iframe title=\"3D - Baby Robot Project: Tracks the user\u2019s gaze in 3D and senses user attention | Eyeware GazeSense\u2122\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/e-_7HKZ7uXU?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">The 3D gaze tracking software has applications in many fields, such as automotive, robotics, consumer devices, gaming, retail, and advertising.<\/span><\/p>\n<h4><span style=\"color: #ff6600;\"><span style=\"font-weight: 400; color: #000000;\">To find out how GazeSense can optimize your commercial or academic efforts through multimodal human-machine interaction,<\/span> <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/eyeware.tech\/contact\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">contact our Customer Success Specialist<\/span><\/a><\/span><\/span><span style=\"font-weight: 400; color: #000000;\">.<\/span><\/span><\/h4>\n<h3><b>Hardware: What is an Eye Tracker?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Fundamentally, standard 2D eye tracking requires a device to measure activity, known as an eye tracker.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, eye trackers are either <\/span>remote (screen-based) or mobile\/wearable (head-mounted devices, such as glasses or virtual reality headsets).<\/p>\n<h4><b>Remote: Screen-based devices<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">When tracking eye activity at a distance in a <\/span>controlled environment, screen-based devices are typically used.<\/p>\n<p>The participant sits in front of a computer monitor or laptop, which has a panel or stand-alone unit mounted below or otherwise near the screen. Then, the participant is presented with multimedia stimuli \u2013 like photographs, websites, videos or games \u2013 to trigger, record, and analyze eye movements.<\/p>\n<p>Overall, screen-based eye trackers provide visual attention insights for developers or researchers by collecting high-quality eye-related information in a static test setting.<\/p>\n<h4><b>Mobile: Eye tracking glasses &amp; VR headsets<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Wearable eye tracking devices are recommended for behavioral studies in <\/span>real-world scenarios. They permit movement beyond the \u201cheadbox\u201d limitations imposed by stationary eye trackers.<\/p>\n<p>Head-mounted eye trackers can measure eye movements from up close. Nonetheless, mobile trackers like eyeglasses can become unstable in certain test conditions, such as participants playing sports.<\/p>\n<p>In VR applications<span style=\"font-weight: 400;\">, eye tracking can allow the respondent to <\/span><a href=\"https:\/\/gizmodo.com\/the-vr-revolution-is-alive-and-well-its-just-not-ready-1836538458\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">control features by merely looking at a particular virtual button<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">VR headsets with gaze tracking can be used for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Professional training in industrial fields<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Interactive entertainment<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Testing visual attention in retail, and more.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-55031 size-medium\" src=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/virtual-reality-experience-e1565098273746-300x198.jpg\" alt=\"eye tracking virtual reality experience\" width=\"300\" height=\"198\" title=\"\" srcset=\"https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/virtual-reality-experience-e1565098273746-300x198.jpg 300w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/virtual-reality-experience-e1565098273746-768x507.jpg 768w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/virtual-reality-experience-e1565098273746-1024x676.jpg 1024w, https:\/\/eyeware.tech\/wp-content\/uploads\/2019\/08\/virtual-reality-experience-e1565098273746.jpg 3000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">All in all, if experiments need participants to respond in <\/span>natural, dynamic surroundings, wearable eye tracker devices are the best solution.<\/p>\n<h3><b>Eye Tracking vs. Head Tracking<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The difference between eye tracking and head tracking is simple.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While both processes involve monitoring positions and movements, the former only tracks the eyes while the latter records only head activity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When combined, the two technologies provide even more valuable data and create a rich user experience in applications like gaming.<\/span><\/p>\n<h2><b>Research &amp; Applications: How Does Eye Tracking Work in Real-world Situations?<\/b><\/h2>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=Technically%20speaking%2C%20almost%20any%20scenario%20with%20visual%20elements%20can%20benefit%20from%20eye%20tracking%20and%20gaze%20tracking.&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" rel=\"noopener noreferrer\">Technically speaking, almost any scenario with visual elements can benefit from eye tracking and gaze tracking. <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=Technically%20speaking%2C%20almost%20any%20scenario%20with%20visual%20elements%20can%20benefit%20from%20eye%20tracking%20and%20gaze%20tracking.&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Clic para tuitear<\/a><\/span>\n<p><span style=\"font-weight: 400;\">So far, the technology has been used to make tremendous advancements in cognitive science, neuromarketing, AI, workplace safety, and many other research and business fields of interest.<\/span><\/p>\n<h3><b>Eye Tracking Fields of Use: What is it used for?<\/b><\/h3>\n<p><a href=\"https:\/\/eyeware.tech\/blog\/top-7-use-cases-for-3d-eye-tracking\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">As predicted<\/span><\/a><span style=\"font-weight: 400;\">, eye tracking has already revolutionized the way <\/span>humans communicate with devices and vice-versa.<\/p>\n<p><span style=\"font-weight: 400;\">Yet, we still need to develop eye tracking technology so every standard consumer device will be equipped with it. Until then, it continues to assist academics, developers, and advertisers in gaining unparalleled insight into conscious and subconscious human behavior.<\/span><\/p>\n<h4><b>Research<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">As already mentioned, eye tracking has significant contributions to both qualitative and quantitative research. In an academic context, the technology can be used as a tool for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visual behavior study<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Attentional mechanisms evaluation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visual stimuli response measurement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learning patterns insight<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Group behavior comparison<\/span><\/li>\n<\/ul>\n<h4><b>Automotor<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Eye tracking plays a major role in <\/span>safety in the automotive industry<span style=\"font-weight: 400;\">. The technology can help detect if the driver is drowsy or distracted, and help prevent car accidents.<\/span><\/p>\n<p><iframe title=\"Eyeware - Seguimiento ocular 3D en el veh\u00edculo\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/jlEVszSyvas?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=With%203D%20eye%20tracking%2C%20the%20driver%20is%20monitored%20and%20assisted%20through%20gaze-supported%20interaction.%20&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" rel=\"noopener noreferrer\">With 3D eye tracking, the driver is monitored and assisted through gaze-supported interaction.  <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=With%203D%20eye%20tracking%2C%20the%20driver%20is%20monitored%20and%20assisted%20through%20gaze-supported%20interaction.%20&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Clic para tuitear<\/a><\/span>\n<p><span style=\"font-weight: 400;\">By incorporating the technology into smart dashboards, features like augmented reality HUDs and virtual co-pilot become a central part of the driving experience.<\/span><\/p>\n<h4><b>Psychology<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Within the field of psychology, gaze tracking enables the study of cognitive processes. Examples include memory, problem-solving, language, decision-making, perception, and attention in general.<\/span><\/p>\n<p><b>Neuroscience<\/b><span style=\"font-weight: 400;\"> uses eye tracking for the study and early detection of diseases like Parkinson\u2019s, schizophrenia, Alzheimer&#8217;s, or autism. For example, technology has helped researchers <\/span><a href=\"https:\/\/www.sciencealert.com\/one-of-the-most-common-assumptions-about-autism-may-be-a-misunderstanding\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">demonstrate the recognition and comprehension of complex emotions in adults with ASD<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><b>Neuromarketing &amp; Advertising<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">As eye tracking technology facilitates the study of visual attention, it has become a useful tool for neuro marketers and advertisers on a broader scale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In both <\/span>online and offline<span style=\"font-weight: 400;\"> applications, gaze tracking helps determine <\/span><a href=\"https:\/\/www.techradar.com\/news\/how-vr-and-eye-tracking-can-help-you-understand-your-customers\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">what customers are naturally most interested in<\/span><\/a><span style=\"font-weight: 400;\"> and what they might ignore altogether.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, neuro marketers now use eye tracking and facial coding to measure emotions when exposed to multimedia stimuli.<\/span><\/p>\n<h4><b>Video Games &amp; Entertainment<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Foveated rendering, enveloping graphics, and extended gaze control are all cutting-edge features in the gaming industry that are possible through eye tracking.<\/span><\/p>\n<p>The user can explore the environment through their gaze and interact with various elements of the game just by looking at them.<\/p>\n<p>Similarly, for several years now, individuals have been able to control televisions<span style=\"font-weight: 400;\"> based on the same principles.<\/span><\/p>\n<h4><b>Accessibility<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Through eye tracking, <\/span>people with disabilities can control computers and mobile devices<span style=\"font-weight: 400;\"> and even<\/span> <a href=\"https:\/\/www.theguardian.com\/tech-that-empowers-everyone\/2019\/jun\/14\/how-eye-gaze-technology-brought-creativity-back-into-an-artists-life\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">create digital art<\/span><\/a><span style=\"font-weight: 400;\">. Individuals who cannot move or speak can communicate with machines through eye movements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The technology has greatly improved accessibility and empowered disabled users to perform a variety of computer-related tasks.<\/span><\/p>\n<h4><b>Retail<\/b><\/h4>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=Professionals%20in%20retail%20can%20also%20use%20eye%20tracking%20to%20generate%20shelf%20attention%20analytics.%20In%20other%20words%2C%20gaze%20tracking%20technology%20provides%20insights%20into%20shopper%20behavior%20and%20the%20buying%20decision%20process.&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" rel=\"noopener noreferrer\">Professionals in retail can also use eye tracking to generate shelf attention analytics. In other words, gaze tracking technology provides insights into shopper behavior and the buying decision process. <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feyeware.tech%2Fes%2Fblog%2Fque-es-el-seguimiento-ocular%2F&#038;text=Professionals%20in%20retail%20can%20also%20use%20eye%20tracking%20to%20generate%20shelf%20attention%20analytics.%20In%20other%20words%2C%20gaze%20tracking%20technology%20provides%20insights%20into%20shopper%20behavior%20and%20the%20buying%20decision%20process.&#038;via=EyewareTech&#038;related=EyewareTech\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Clic para tuitear<\/a><\/span>\n<p><iframe title=\"Eyeware - Retail Insights con datos de atenci\u00f3n 3D\" width=\"840\" height=\"630\" src=\"https:\/\/www.youtube.com\/embed\/2m0Md5Tk56w?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">As a result, retailers can make notable improvements in terms of display, store, and packaging design, as well as layout and distribution.<\/span><\/p>\n<h2><b>What Are the Pros and Cons of Eye Tracking?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Without a doubt, the advantages of eye tracking technology are bountiful.<\/span><\/p>\n<p><b><i>Benefits<\/i><\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Advancements in fields like AI, social sciences, and healthcare<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Assistive technology for individuals with limited mobility<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">User interface and experience improvements<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ensuring safety in hazardous work environments<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">High-quality market research findings<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Remarkable insights into the human mind and body, when used with more biosensors like:<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">FEA<\/b><span style=\"font-weight: 400;\"> (Facial Expression Analysis)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">ECG<\/b><span style=\"font-weight: 400;\"> (Electrocardiogram)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">EEG<\/b><span style=\"font-weight: 400;\"> (Electroencephalogram)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">EDA<\/b><span style=\"font-weight: 400;\"> (Electrodermal Activity)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">EMG<\/b><span style=\"font-weight: 400;\"> (Electromyograph)<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As eye tracking continues to be a developing technology, there remains a multitude of challenges that need to be approached.<\/span><\/p>\n<p><b><i>Difficulties<\/i><\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The Hawthorne Effect \u2013 a person changes their behavior knowing they are under observation (e.g., a research study in a test environment)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Interpretation (e.g., a higher or lower number of fixations can state different conclusions based on context)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Squinting \u2013 the Pupil Center Corneal Reflection (PCCR) method is not effective when a participant squints<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Midas touch problem in gaze-controlled interfaces \u2013 when a user unintentionally triggers an undesired action<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Easier calibration for standard eye tracking<\/span><\/li>\n<\/ul>\n<h2><b>Best Practices &amp; Ethics<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Conducting eye tracking <\/span>studies and experiments <span style=\"font-weight: 400;\">have a learning curve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just a few of the procedures and ethical considerations that should be acknowledged beforehand are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Inform each participant about the purpose, procedures, potential risks (if any) and benefits of an experiment<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ensure that every participant provides his or her <\/span><span style=\"font-weight: 400;\">full consent<\/span><span style=\"font-weight: 400;\"> to take part in the study<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Prepare an effective test environment \u2013 balanced light, removal of distractions, adjusting eye tracking equipment<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Train the participants to be familiar with the eye tracking equipment and procedures<\/span><\/li>\n<\/ul>\n<h2><b>Is Eye Tracking Worth Exploring?<\/b><\/h2>\n<p><b>Absolutely<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Since its initial development, eye tracking technology has paved the way for monumental progress in countless fields.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">The gaze tracking industry projects continuous growth over the next years helping:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>R&amp;D engineers<\/b><span style=\"font-weight: 400;\"> find real-world solutions with cutting-edge technology<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Innovation leaders<\/b><span style=\"font-weight: 400;\"> implement creative, state-of-the-art solutions<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Developers<\/b><span style=\"font-weight: 400;\"> build more effective systems to solve current and imminent challenges\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Marketers<\/b><span style=\"font-weight: 400;\"> create POCs and enhance the consumer experience<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Professors and researchers<\/b><span style=\"font-weight: 400;\"> break new ground and pave the way for a better world<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Neuroscientists<\/b><span style=\"font-weight: 400;\"> gain unprecedented insight into serious cognitive disorders<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Students<\/b><span style=\"font-weight: 400;\"> contribute to developing the technology of the future<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<blockquote>\n<h3><span style=\"color: #ff6600;\"><span style=\"font-weight: 400;\"><span style=\"color: #000000;\">Ready to try it out? Download <a href=\"http:\/\/beam.eyeware.tech\"><span style=\"color: #3366ff;\"><strong>Haz Eyeware<\/strong><\/span><\/a>, our AI-powered webcam app with productivity and privacy features.<\/span><\/span><\/span><\/h3>\n<\/blockquote>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>","protected":false},"excerpt":{"rendered":"<p>Eye tracking is a crucial technology to help us understand human behavior and the underlying thinking processes. Its applications are [&hellip;]<\/p>","protected":false},"author":1,"featured_media":55034,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[72],"tags":[100,74,93,92],"table_tags":[],"translation":{"provider":"WPGlobus","version":"2.8.11","language":"en","enabled_languages":["en"],"languages":{"en":{"title":true,"content":true,"excerpt":false}}},"_links":{"self":[{"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/posts\/55021"}],"collection":[{"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/comments?post=55021"}],"version-history":[{"count":7,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/posts\/55021\/revisions"}],"predecessor-version":[{"id":59654,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/posts\/55021\/revisions\/59654"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/media\/55034"}],"wp:attachment":[{"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/media?parent=55021"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/categories?post=55021"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/tags?post=55021"},{"taxonomy":"table_tags","embeddable":true,"href":"https:\/\/eyeware.tech\/es\/wp-json\/wp\/v2\/table_tags?post=55021"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}