Eye-Tracking

By Philip Burgess | UX Research Leader

Eye-tracking technology reveals where and how people look at visual information. This insight helps understand attention, perception, and decision-making in ways that words alone cannot explain. Whether used in research, design, or healthcare, eye-tracking offers a window into human behavior by capturing eye movements with precision.

Eye-tracking device capturing eye movements

How Eye-Tracking Works

Eye-tracking systems use cameras and infrared light to detect eye positions and movements. The technology measures where the gaze lands, how long it stays, and the sequence of eye movements. These measurements include:

• Fixations: Moments when the eye stops moving and focuses on a specific point.

• Saccades: Rapid eye movements between fixations.

• Pupil dilation: Changes in pupil size that can indicate cognitive load or emotional responses.

  
  

By analyzing these elements, eye-tracking provides detailed maps of visual attention.

Applications of Eye-Tracking

Eye-tracking finds use in many fields. Here are some practical examples:

User Experience and Design

Designers use eye-tracking to understand how users interact with websites, apps, or products. For example, a study might reveal that users overlook a call-to-action button because their gaze is drawn elsewhere. This insight helps improve layouts and navigation.

Psychology and Neuroscience

Researchers study eye movements to explore cognitive processes such as reading, memory, and attention. Eye-tracking can detect subtle differences in how people with conditions like autism or ADHD process visual information.

Healthcare and Rehabilitation

Eye-tracking assists in diagnosing neurological disorders and monitoring recovery. For instance, it helps assess visual impairments after a stroke or track progress in patients with Parkinson’s disease.

Marketing and Consumer Behavior

Marketers analyze eye-tracking data to see which parts of an advertisement attract attention. This information guides the placement of key messages and visuals to increase engagement.

Person using wearable eye-tracking glasses in a usability study

Benefits of Eye-Tracking

Eye-tracking offers several advantages:

• Objective data: It captures real-time, unbiased information about visual attention.

• Non-invasive: Most eye-tracking methods do not interfere with natural behavior.

• Detailed insights: It reveals patterns that are difficult to detect through surveys or interviews.

• Versatile: Applicable across many disciplines and environments.

  
  

Challenges and Limitations

Despite its strengths, eye-tracking has some limitations:

• Cost and complexity: High-quality systems can be expensive and require technical expertise.

• Calibration needs: Accurate tracking depends on proper calibration for each user.

• Data interpretation: Raw eye-tracking data requires careful analysis to avoid misleading conclusions.

• Environmental factors: Lighting and head movements can affect accuracy.

  
  

Future Directions

Eye-tracking technology continues to evolve. Emerging trends include:

• Integration with virtual and augmented reality to create immersive experiences that respond to gaze.

• Improved wearable devices that allow natural movement during tracking.

• AI-driven analysis to automate interpretation and uncover deeper patterns.

• Expanded use in education to tailor learning materials based on student attention.

  
  

Eye-tracking is becoming more accessible and powerful, opening new possibilities for understanding human behavior.