Eyes on the prize: eye tracking for business value

It may not be instantly obvious to many, however, only a very small section of the human visual field is perceived in detail. To experience this, try reading this sentence while focusing on the title on top of this page. You will realize that this task is not possible. When eyes focus on an object of interest, only that object is seen in detail; all the rest around it is blurred. For this reason, the eyes must change direction approximately five times per second to gain a more comprehensive picture of the scene. It is the brain that combines the detailed and blurred views, creating the illusion of a well-- visible world. Such rapid movements of the eye provide rich information about the points of attention, intentions, and even decision making process of an individual. Utilizing specialized equipment and analysis techniques, eye tracking technology enables the measurement of eye movements, and yields actionable insights in many business cases.