Eye Tracking
An eye tracker is used during an fMRI or fNIRS study. It shows exactly where the viewer is looking and which elements of an ad, package, or setting capture their attention.
Eye tracking is a valuable addition to the use of neuro-methods. On its own, however, eye tracking is not considered a neuro-method.
In the MRI scanner, an eye tracker is integrated to precisely monitor eye movements. This allows us to see exactly when someone looks at a particular element, for how long, and in what order. These movements are visualized using red dots (see image above). In this case study from Bolletje, you can read more about the importance of eye tracking during the research.
During an fNIRS study, an eye tracking glasses system is used.
This technology reveals which specific elements of a marketing message (such as an ad or packaging) attract attention. Eye tracking uses infrared sensors to pinpoint and track eye position with millimeter precision.
In combination with fMRI and fNIRS, you gain insights into both where people look and how they experience what they see.
