What is Eye Tracking?

Eye tracking is a technology through which it is possible to acquire, record, and analyze eye movements.

Where

a person is looking

What

they are looking at and what they are neglecting

How much time

they dedicate to a particular element

Eye movements are important because they are a direct index of how we distribute our attention, how we select and process information, what we overlook, and, in essence, how we relate to the reality that surrounds us.

“Eyes go where attention is directed”

(Henderson, 1992)

Eye-tracking technology

allows us to pinpoint precisely where people’s attention is focused. Tracking visual and exploratory behaviour provides objective and actionable insights based on spontaneous reactions – often outside the user’s awareness.

Beyond eye-tracking

SR Labs is specialised in introducing innovative technologies into the world of market research. It is done by integrating neuroscience tools (EEG, Face Emotion Recognition, GSR) with traditional methodologies to offer clients new perspectives and target knowledge based on different data sources.

Thanks to flexible test frameworks and multidisciplinary knowledge, we are able to support a wide range of research objectives, adapting our approach to the specific needs of each project.

cover human eye process scanning eye tracking

Case studies

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