Eye tracking measures the gaze a person is looking at or the movement of an eye relative to the head. They use a specific device (eye tracker) that can measure eye positions and eye movements. Eye-tracking is used in psychology, marketing, in product design, etc.
The results of eye-tracking studies are usually visualised in heatmaps. These indicate the ‘hot’ areas or higher-density zones where users focused their gaze with higher frequency. Heatmaps are the best-known visualisation technique for eye-tracking surveys.
Eye-tracking studies and the accompanying heatmaps have already revealed many surprising insights. Below are the preliminary findings of four unmissable eye-tracking studies.