Eye movement & buyers
Eye Movements
Human eye movement is characterized by rapid movements to a location (saccades) followed by momentary pauses of the eye (fixations). Fixations typically last between 1/10 and 1/2 of a second, during which time the brain quickly processes the visual information perceived and then makes a (subconscious) decision as to what to look at next.
Eye-tracking technology
Eye-tracking is a technology that determines where a person is looking. Special cameras called "eye trackers" can watch a person's eye and capture fixations and eye movements with a remarkable degree of accuracy (typically accurate to 1 cm on a standard computer screen) without requiring any special headgear.
JMR's Eye-tracking Solutions
The tools used by JMR are software solutions that work in conjunction with eye-tracking hardware ("eye trackers"). The systems work with subjects with almost any level of vision including those who wear glasses or have had eye surgery.
What Eye Movements Can Tell You
Fixations are a strong indicator of peoples' attention. Because eye movement is so fast, however, people are not fully aware of where their own eyes alight or the patterns that they exhibit in that movement. Not only can fixations and eye movements tell you what people are attending to, but where and how long a person looks can also tell you a great deal about what is going on in the person's head. In our interpersonal relationships, eyes play a significant role in what and how we communicate. In the same manner, in the world of computer and Internet usage, sophisticated analysis of fixations and eye-movements can provide powerful insights into what people are thinking, their attitudes and their trade-offs during decision-making. One can even use eye-movement pattern recognition to derive inferences about cognitive state.
