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What is Eye Tracking and How in the World Does it Work?

What is Eye Tracking and How in the World Does it Work?
March 24, 2015 Alyssa Nolte
what-is-eye-tracking

So you’re getting ready to launch a new ad campaign, and you’re feeling anxiety about the last couple of imaging decisions you made. Should you have put the words of the ad directly in the center after all? Will this new design really catch people’s eyes?

With the advance of new eye tracking technologies, you’ll be able to set those anxieties to the side and see for yourself what works and what does not. Eye tracking is a process which watches where a person looks on any give image or interface. Traditionally, eye tracking has been used to study human behavior and improve user interfaces to become more intuitive, but these methods are a powerful tool for understanding ad effectiveness as well.

These tools are so advanced that they are being utilized in cars and on computers as a new “point and click” method! While awareness of this technology is not yet broad, it’s on the rise and it’s going to be integrated into many products as time goes on. There’s no doubt this method works and speaks volumes about the way humans look at things.

When you can see what a person looks at, you have a glimpse into what they are processing in their brains when they see a certain image. You may not be able to see all their thoughts, but you are able to see which ad design or web design directs the eyes to the target message most effectively.

iTracking Research is a small research firm which provides services to web designers, ad designed, video producers, and any other creative designer in order to help them find the most effective, intuitive designs for their project. We will do eye tracking tests on your product and report back to you our findings, allowing you to make more informed decisions in your work.

Three easy, affordable steps can give you a new glimpse into your customer’s mind: a power every businessman dreams about! Sit back, relax, and let us evaluate which design will work best for your business or freelance services.

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