EYETRACKING

Traditionally, eye tracking is used in market research to evaluate campaigns of various kinds. Biosignals can extend these methods to an emotional dimension.

Eye tracking differs from the other signals described on this page because it does not detect a scalar measurement of the body, but rather a person’s interaction with the environment.

Eye tracking primarily complements the investigation of other biological signals by capturing events when the gaze rests on specific areas of interest (AOIs).

In addition, the duration of such fixations provides an initial indication of the intensity of perception. Many eye-tracking devices also provide pupil-diameter data over time. Under certain conditions, this may measure mental workload (see pupil).

  • Significance for the emotional intensity: low
  • Informative value on the kind of emotion: low
  • Informative value on the mental workload: low (except pupil)
  • Effort: to measure using eye trackers