Eye tracking research provides valuable information for areas as diverse as Human Computer Interaction, usability testing, language processing, marketing research, ergonomics, psycho-linguistics, webpage design, and advertising. Eye movements are very interesting because they directly show what someone is interested in. Arousal is directly reflected in the pupil dilation. A researcher cannot score these data manually, the movements are just too fast. Eye trackers can log these data fast and accurately. It is the context that gives this data their meaning. The Observer XT can integrate the data from the eye tracker into their behavioral and physiological context, and analyze all data together.
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