Eye Tracking

Eye-tracking is a technology of marketing research examining the effectiveness of advertising, packaging and designs of Web sites (usability).

Eye-tracking is a kind of so-called “quality” marketing research that supposes minimized respondents’ attitudes towards the object of research.

The gist of this technology is simple enough – a special instrument called Eye tracker recognizes the human pupil and record the movement and fixation of the eyes when viewing an image or Web site.
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