Eye tracking is the process of measuring the point of human gaze (where one is looking) on the screen. Affect Lab Eye Tracking uses standard webcam embedded with the laptop or desktop, to measure eye positions and eye movement. The webcam focuses both the eyes and records eye movement as the viewer looks at some kind of stimulus presented in front of him either in a laptop, desktop or mobile.
The data is recorded in real-time, and the results are shown second-by-second in terms of affective parameters.
Eye trackers are used in marketing, as an input device for human-computer interaction, and in product design, and also in many other areas.