Eye Tracking Lab
The Tobii eye tracker allows researchers to study consumer behavior by analyzing head and eye movements. Its sophisticated technology supplies very accurate data based on input from infrared sensors. The Tobii eye tracker looks like a regular flat panel computer monitor and permits unobtrusive data collection once the participant’s eye movements have been calibrated. Using the eye tracker, researchers can study how participants process information presented to them via sources such as websites, print advertisements, and even dynamic formats such as video clips or TV ads.