Eye Tracking: A Brief Introduction

Eye tracking is the process of measuring where eye gaze is focused to infer what someone is paying attention to and/or ignoring. The object of focus could be a digital display (e.g., on a phone, tablet or computer) or another person in a conversation, for example in face-to-face settings or in video conferences. Researchers measure what is looked at (point of gaze) and for how long (gaze duration), and the order in which gaze shifts.