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Eye Tracking Software: What is it and How Does it work?

It  is a technological advancement in software that helps take the guesswork out of understanding your customers, students, exam takers, participants, or users. It helps us 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. 

Eye tracking software 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.

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. Research has contributed to an understanding of what is driving visual attention by knowing what humans are looking at. See what your customers see, create more efficient websites, along with targeting fraud.

It  is a huge contributor to business applications. Eye tracking 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 collected by eye tracking software provides valuable insight into users’ visual attention spans which directly correlates to point-of-action behavior.

This  software is becoming commonplace in remote learning and remote student testing. It 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 in remote locations are able to monitor students eye movements by way of video and audio feeds, some recorded.

An eye tracking software setup 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. This 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. Visual attention data gathered through eye tracking software suggests a person’s interest in looking at an object, and elements can also be measured through peripheral vision.



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