Only a generation ago, eye tracking typically required complex and expensive equipment and considerable technical expertise on the part of the researcher. Analyzing eye movement data was often a slow and laborious process. As such, it is perhaps unsurprising that it was a relative niche field.
What is eye tracking?
What is eye tracking? Put simply, eye tracking is the process of measuring eye movements. A typical goal for eye tracking research is to establish where people look (i.e., their “point of regard” or “gaze"). To this end, scientists usually use a video-based eye tracker, such as the EyeLink 1000 Plus.