Bina Eye Tracking software is a research tool that monitors and records eye behavior such as pupil movement and dilation in response to a stimulus. The stimulus could be a website, a digital ad, a product design, or something else that you would like to conduct market research or user testing on.
Bina eye tracking software works with infrared eye-tracking cameras, while some software can also work with regular webcams (which allow for online eye tracking).
Eye-tracking software can generate graphic representations of participant eye movements, including heat maps and gaze plots (Figure 2). Heat maps represent fixation concentration. Red coloration indicates areas of high fixation concentration, followed by yellow, and then green. Gaze plots show the fixations, saccades, and scan path. In gaze plots, each participant is represented by a different color. Each fixation is denoted by a chronologically numbered circle. The circle diameter corresponds to the length of the fixation in milliseconds (i.e., a larger circle signifies a longer fixation duration).
Eye tracking data analization is a toolbox that allows you to observe viewing patterns and understand what a person was looking at. It is a quick and easy way to analyze how your target audience reacts to the marketing tools you employ for communication. You are literally able to intercept a persons’ gaze before they could control their gaze movement or fixation point.