What Is Mobile Eye-Tracking?
Mobile eye tracking is a relatively new invention. It is a sensor technology that can detect a person’s presence and follow what they are looking at in real-time, usually involving a pair of glasses with cameras installed.
Typically, two high-quality cameras record the movements of each eye, and a third camera faces the view of the user, so you can see what they see. The technology converts eye movements into a data stream that contains information such as pupil position and information where the individual’s gaze is at any given time. This method can be used to track consumers’ or users’ visual behaviours in many real-world environments.
Can eye tracking be used to measure emotions?
Like stationary eye-tracking, mobile eye-tracking can tell us what people like and don’t like. Combining eye tracking with facial emotion analysis and questioning is a winning combination to give us the full story behind the emotions.
When to use mobile eye-tracking
Mobile eye-tracking should be used when you are interested in visual attention to a product or service in a realistic, everyday context. For example, if you were interested in examining the most effective packaging when it is viewed in a real shop on a shelf in amongst other items, this would be the optimal methodology to use.
Mobile eye-tracking gives you information about where a user’s visual attention is directed within a naturalistic context with many distractors, giving you real insights about how a product will be processed within a context. Mobile eye-tracking is the only way of examining eye movements within real contexts and can provide invaluable insights. It is important to bear in mind that mobile eye-tracking is more expensive and time-consuming than stationary eye-tracking due to the presence of user movement, meaning more data collection is needed for an accurate recording.
Can eye tracking be done online?
It is possible to use a mobile eye-tracker to look at online material, but data cannot be collected online per se.