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An Introduction to Visual Tracking Software

This software is a technological advancement that helps researchers understand how humans communicate with their eyes and eye movements. It is used in medical research for the human vision system, and for scientific applications, psychology, marketing, product design, education, testing, and human-computer interaction. 
 

It measures movements known as fixations, saccades, and smooth pursuit. Fixations occur when the eye stops to collect visual data. The longer the length of the fixation, the more information is processed. Saccades are fast jumps that the eye performs between fixations with the goal of acquiring new visual data. Smooth pursuit takes place when looking at an object in motion and following it. Pupil size during gaze tracking can measure a user’s emotional stimuli, attention, and working memory load. Visual attention data suggests a person’s interest in looking at an object, and elements can also be measured through peripheral vision. Eye position, point of gaze, and eye movements are all calculated using advanced mathematical algorithms.

A visual tracking software kit is easy and cost-efficient to install and run with viewing/recording software, and integrating it into your existing hardware. Free downloads for test runs is available and is also highly recommended. Visual tracking software also offers a new tool for virtual connections by way of an app, allowing you to see exactly what users are looking at and for how long. It can make your site the most effective it can be. Gaze tracking analytics can help you know, for sure.

Visual tracking software takes the guesswork out of understanding users. It measures where people are looking and for how long, which helps you know how users are viewing your site and what stands out to them. It allows you to understand a user’s true interests by following their eyes. The technology also protects against fraud by detecting when robots are using the site rather than humans.

Business applications are a huge contributor to visual tracking software. The technology is frequently used in market research and product testing by measuring the attention given to packaging, advertisements, or product placement on websites. Gaze analysis data provides valuable insight into users’ visual attention span which directly correlates to point of action behavior.

Visual tracking software is becoming commonplace in remote learning and remote student testing. The software is used to monitor students’ eye movements while proctors monitor video, audio and screen share feeds of students in real time. Feeds may also be recorded. Proctors are able to monitor students’ eye movements via video from a remote location.

Knowing what users are actually looking at can make targeting your message to your preferred audience more effective. You may be surprised to learn what people pay attention to may be different than you believe. Visual tracking research has contributed to an understanding of what is driving visual attention by knowing what humans are looking at. Seeing what your customers see, creating more efficient websites, along with targeting fraud. It’s all possible with visual tracking software.

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