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Why Eye Tracking Technology Rapidly Growing Over Time?

  • 06 Feb 2022 10:50
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Why Eye Tracking Technology Rapidly Growing Over Time?

An eye tracker can be defined as a device used to weigh eye position and meter eye movement. Especially, the very reaction of the pupils to different stimuli can be well captured with the software. Considered as a silver bullet, eye-tracking software has proven to be the ultimate technology in tracking user interface issues. And, it’s no surprise that the technology has been growing rapidly for the last two decades across several business enterprises. In a nutshell, the software is taken recourse to accumulate important data from the study so that one is well-served with the required information they need. Once the results are there, the information can be used to enhance user experience on business sites.

Now, the question arises as, to why eye-tracking software is really important. It offers the much-needed insights about customer choices that other research approaches and systems fail to unveil. For an instance, while on-site surveys can prove to be highly functional at emphasizing what visitors willfully target, they would not essentially focus on a plethora of things that are befalling beneath the subject’s conscious sentience.

Human eyes tend to follow what intrigues them the most. Our pupils speak at length when something catches our interest or when we are strongly and profoundly touched by something that is right in front of us. When researchers perceive these outlines across various test subjects, they can better envisage or foretell how the audience is going to respond altogether. Also, when borne on usability, this very cognizance enables organizations to craft websites and content that come with higher potential to draw attention. Mainly, a proper eye tracking course paves the way for discoveries that would have otherwise been more challenging to reveal with other testing procedures.

Facebook has recently pronounced a partnership with the maker of Ray-Ban, Luxottica.  The purpose is to divulge its first pair of smart glasses in the next year.  Nevertheless, it will be a multi-year partnership between two business honchos. Zuckerberg, the CEO of Facebook, has also proclaimed that the company is all set to issue a research device, namely Project Aria that will be used to develop top-end smart glasses. The glasses will be put on by the contractors as well as the employees around the company premises. The glasses are not for sale though and they don’t come with AR features. The devices are designed to detain important eye-tracking data and figures that the company can utilize to support its development of AR smart glasses. 

However, here, it’s worth mentioning that eye tracking is not a replacement for other relevant qualitative research practices. The facts & figures from the course of an eye-tracking sequence may point out that users expend more time zeroing in on a specific element, but it can’t showcase the exact reasons. Valid qualitative information can only be discovered through questioning, thorough scrutiny, and experience. So, there is practically no doubt that eye tracking can perk up one’s understanding of the very conduct or deportment an individual reveals throughout a usability test, thereby paving the way for many precise solutions.

According to research, the global eye tracking market is anticipated to register a considerable CAGR from 2018 to 2024. In the last few years, the use of eye-tracking technology has experienced a significant leap in the aerospace and military sector which, in turn, has driven the growth of the market. Also, the surge in investment in smart wearables in an array of industry verticals and the growing stipulation for assistive communication gadgets have supplemented the market growth yet more.

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Martin Fowler By, Martin Fowler
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