From the course: Market Research Foundations
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Eye tracking and biometrics
From the course: Market Research Foundations
Eye tracking and biometrics
- Imagine for a moment that you're designing a monitor display in an air traffic control center, a dashboard for your car or the placement of food items on a grocery store shelf. In these scenarios and many like them, it's crucial to know where people are going to look, and in high stress environments, you may also want to know how they'll react. Today, eye tracking and biometric research tools can detect eye motion, sweat beads, heart rate and microexpressions on the face. Let's talk about four of these tools. Eye tracking is a tool that uses reflections from the eyes cornea to measure how the eye moves. With this type of tool, you can learn where your customers look, what they look at, how much time they spend gazing at different stimuli and how their pupils react. You'll end up with a heat map of where your participants cast their gazes. Eye tracking tools can be used on a computer or by wearing special glasses in a…
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