Eye-tracking follows participants’ eye-gaze, using their webcams. This tells us where the participant is looking at any point during Stim viewing.
This data helps us to understand how attention-grabbing a particular stimulus or element is, and helps to confirm what exactly in the stimulus is driving emotional, explicit and implicit effects.
Eye-tracking accuracy is tested for each participant in each session.
Attention is also a directly observable quality of a Stim – content that fails to hold attention scores poorly.
We exclusively use xLabs‘ patent-pending webcam technology for eye-gaze tracking.