Eye Tracking can be used to answer a broad array of research questions in fields ranging from psychology, infant reading, neuroscience and vision research. In usability studies and market research Eye Tracking provides a unique way to evaluate how users perceive different media and communication messages. Eye Tracking, in conjunction with user experience, can help you to describe user behaviour, identify opportunities and issues, and measure and compare performance - helping you to innovate, refine, and maximise the effectiveness of your product/service.
Mobile eye tracking uses non-optical glasses that capture the eye movement and the respondent's viewpoint in HD quality. The glasses have an integrated microphone that can record spontaneous observations of respondents during the test itself. Given the mobility of these devices, the potential range of uses is enormous.