Eye tracking is used for tracking the eye movements of consumers while they are shopping or gazing at the screen to determine the exact point of focus of their gaze for the stimuli in question. The device tracks the pupil with a sensitive mechanism to produce quantitative results.


This technique has been utilized since the 1980s as a research technique. The latest development in this technique is the combination of eye tracking with EEG analyses. By converging the data produced by these two devices, this research model produces invaluable information providing an insight into the feelings of the consumer when he/she sees a certain stimuli (part of an advertisement, surface of the package, product on the shelf etc.).