
“Eyetracking”

According to Norman Nielsen Group (2009), eyetracking is a study technique based on ocular tracking.
It analyzes the user's eye movements, specifically the points where the gaze is concentrated and where the visual stimulus is omitted.
The objective is to determine the areas of greatest interaction. This is done using an eye tracker, which consists of a device that "follows the participant's gaze."
During the procedure, the monitor "sends" infrared rays into the participant's pupils when he/she is looking at an image, to determine exactly where he/she is looking at.
This study technique is related to Neuromarketing, as it can be used in advertising to gain a better understanding of consumers' preferences and behaviors.
In turn, it can be used to determine the interaction in digital systems, products, or physical spaces, in contact with the brand, etc, as it can be adapted and combined with other tools.