In academic research, eye tracking is used in the lab and natural environments to investigate behavioral, affective, and cognitive processes underlying human attention, learning, and memory. It helps understand the reasons and motivation for eye movements and how we capture visual information.
By analyzing gaze and eye movement patterns, researchers in the learning sciences use eye tracking to understand students’ social, cognitive, and affective skills and assess the efficacy of educational interventions.
Market and User Research
With the help of eye tracking, you can easily analyze the interest and decision-making processes of consumers and their reaction to advertising messages. Besides evaluating consumer behavior, eye tracking is a powerful tool to analyze websites and applications – it will assist you in crafting a positive user experience.