Online eye tracking is a relatively popular research method in the field of cognitive psychology, neuroscience, human-computer interaction, and market research. As a researcher, you can use eye tracking to study how people process visual information, and how the eyes move in response to different stimuli.

In UX/UI research, eye tracking is used to study how people interact with computer interfaces and digital media. Researchers use eye tracking to study how people use websites, apps, and other digital products, and to design more user-friendly interfaces.

In marketing research, eye tracking is used to study how people view and respond to different types of advertising, packaging, and product displays. 

Eye tracking is important part of almost any research study

Eye tracking is an important research method because it provides a unique window into how people process visual information and make decisions:

- Provides objective data. Eye tracking is an objective measure of visual attention, as it records where people are looking without relying on their verbal reports.
- Identifies areas of interest. Eye tracking can be used to identify areas of visual interest, such as where people look most frequently or for the longest duration.
- Allows for the study of dynamic visual scenes. Researchers can study how people process dynamic visual scenes, such as videos, animations, and other moving stimuli.

Let's take a look at some data you get within eye tracking projects and what this data means. 

Fixation analysis

This method involves identifying the location and duration of fixations, or the moments when the participant's gaze is focused on a specific point. Fixation data can be used to determine where participants are looking and for how long, and can reveal patterns of attention and interest.

Saccade analysis

Saccades are the rapid eye movements that occur between fixations. Saccade analysis can be used to study the direction, amplitude, and velocity of eye movements, and can provide insights into the way participants scan and explore visual scenes.

Gaze path analysis

This method involves plotting the sequence of fixations and saccades over time, creating a map of the participant's gaze path. Gaze path analysis can reveal the order in which participants process visual information and can identify areas of interest or confusion.

AOI analysis

Areas of Interest (AOI) are predefined regions of the visual scene that are of specific interest to the researcher. AOI analysis can be used to determine how much time participants spend looking at each region, and can reveal patterns of attention or preference.

Heatmap

Heatmap is a tool that allows users to visualize the areas where the participant is looking more frequently. You can overlay the heatmap on top of the image or video that was presented to the participant to understand better where the participant's attention was directed.

At CoolTool, online eye tracking technology is more than affordable. Try to apply online webcam eye tracking with us. We have all processes automated, you’ll love it! Contact us to get started.