Alexis Kestler
Eye tracking technology almost seems like science fiction – just by monitoring where someone looks, it can reveal invaluable insights into human behavior, emotion and intent. As you‘ll see, the applications are endless. This guide will explore 14 top options for eye tracking software to help find the perfect fit for your needs. I‘ll also dive into how the technology works, key benefits, and provide tips to help select the right platform. Let‘s get started!
An Introduction to Eye Tracking
Before jumping into the software, let‘s briefly cover the basics of eye tracking. This fascinating technology tracks precisely where people look as their eyes move. It does this by monitoring the orientation of the eye and the locations it fixes on.
Specialized cameras and infrared lights are used to track the center of the subject‘s pupils and reflections on the cornea. Advanced algorithms analyze these eye movements, detecting:
- Fixations – when the gaze pauses on an element
- Saccades – the rapid movements between fixations
The software then generates heatmaps showing where subjects focused most intently, as well as metrics like gaze time and pupil dilation.
The Powerful Benefits of Eye Tracking Data
Why go through the trouble of eye tracking? The objective visual attention data it provides is invaluable for:
-
Understanding behavior: See exactly what captures attention, informing psychology, marketing, design and more.
-
Optimizing experiences: Identify pain points and areas of engagement, then refine sites, apps, ads and products accordingly.
-
Accessibility: Help those with disabilities use eye movements to interact with computers and devices.
-
Research efficiency: Gather volumes of attention data quickly compared to surveys, interviews, focus groups, etc.
-
Measuring response: Test how changes to a design, message, or environment influence attention.
-
Reducing bias: Collect unfiltered behavioral data unaffected by opinions or subjective self-reports.
For marketers in particular, eye tracking is a game-changer for optimizing websites, package design, ads, store layouts and much more. Let‘s look at a few examples of the data it can provide:
- 78% longer average fixation time on product images vs text descriptions [1]
- redrawn homepage based on heatmap showed 26% lift in conversions [2]
- Test subjects paid 29% more visual attention to eco-friendly product messaging [3]
Keep this powerful capability in mind as we cover the top software options available to capitalize on it.
14 Best Eye Tracking Software Tools
Now let‘s explore the top platforms available for gathering and analyzing eye tracking data:
1. iMotions
iMotions synchronizes biometric sensors like eye tracking and facial coding to build a complete picture of human behavior.
Key features:
- Multi-sensor recording and synchronization
- Dynamic, real-time visualization of attention
- Emotion detection through facial expressions
Use cases: Marketing research, psychology, healthcare, sports training
Evidence of expertise: iMotions is used by 8 of the top 10 pharma companies [4]
2. Tobii Pro Lab
Tobii Pro Lab drives insights from human behavior research. Flexible hardware allows both lab and real-world testing.
Key features:
- Screen, wearable, and mobile eye trackers
- Stimulus and survey delivery tools
- Gaze visualization and data integration
Use cases: Psychology, market research, user testing, training assessment
Evidence of expertise: Used by 85% of Fortune 100 companies [5]
3. xLabs
Combines eye tracking, EEG, facial coding and voice analytics to uncover subconscious responses. AI extracts insights.
Key features:
- Multi-sensor synchronized data
- AI-automated analytics and reporting
- Real-time biometric visualization
Use cases: Marketing, psychology, academic research, politics
Evidence of expertise: Called the "gold standard" for commercial testing by Neilsen [6]
4. Sticky by Tobii
Sticky manages connected eye trackers through simplified calibration, testing and analytics.
Key features:
- Easy participant setup and calibration
- Real-time data visualization
- Exports for additional analysis
Use cases: Academic studies, market research, UX testing
Evidence of expertise: Lead researcher of seminal 2015 eye tracking study on reading [7]
5. EyeGuide Focus
This tablet has in-built eye tracking specially designed for market visual analytics.
Key features:
- Built-in eye tracking hardware
- Tools for ad and content testing
- Automated visual attention metrics
Use cases: Marketing analytics, digital content optimization
Evidence of expertise: Used by over 80% of Fortune 100 companies [8]
6. Smart Eye
Smart Eye uses eye tracking for road safety – tools specialize in gaze and head tracking for driver monitoring.
Key features:
- Head and gaze tracking algorithms
- Distraction and drowsiness metrics
- Tools for testing autonomous systems
Use cases: Automotive safety, self-driving vehicle testing
Evidence of expertise: Technology used in over 700 car models [9]
7. EyeTech DS
Affordable webcam-based system allows low-cost remote eye tracking for research.
Key features:
- Webcam hardware provides portability
- Full analytics capabilities
- Cash-strapped researcher pricing
Use cases: Psychology, HCI and market research
Evidence of expertise: 90% cost savings versus lab systems [10]
8. Pupil Labs
Open-source platform for custom eye tracking research paired with wearable headset hardware.
Key features:
- Headsets designed for flexible eye tracking
- Open source code for customization
- Gaze visualization and data tools
Use cases: Eye tracking research, VR/AR analysis, psychology
Evidence of expertise: Used in over 1,300 research publications [11]
9. EyeTech
Specialized assistive technology converts eye movements into commands, text and speech for the disabled.
Key features:
- Eye control for phones/computers
- Speech generation
- Full accessibility customization
Use cases: Assistive technology for disabling conditions
Evidence of expertise: Recommended by Paralysis Resource Center [12]
10. Eye Tracking Inc.
Customizes software and hardware for specialty eye tracking across industries.
Key features:
- Custom eye tracking development
- Diverse hardware options
- Works with third-party software
Use cases: Custom commercial and research needs
Evidence of expertise: Created systems used in DARPA robotics [13]
11. Seeing Machines
Seeing Machines focuses on gaze tracking for transport, operator and flight crew safety.
Key features:
- Real-time head, eyelid and facial tracking
- Distraction and fatigue metrics
- Integration tools for simulation systems
Use cases: Aviation training, ground transport safety
Evidence of expertise: Partnered with Microsoft on HoloLens gaze tracking [14]
12. EyeSee
Uses webcams and facial coding to gather visual attention data for market research.
Key features:
- Facial coding and eye tracking together
- Fast delivery of analysis
- Ad and packaging testing tools
Use cases: Marketing optimization, digital content design
Evidence of expertise: Counts Pepsi, Nestle, and Mars among clients [15]
13. Looxid Labs
Combines VR environments, mobile EEG and eye tracking for powerful behavioral research.
Key features:
- VR environments synchronized with biometrics
- Real-time behavioral feedback system
- Analysis dashboard
Use cases: Psychology, rehabilitation, skills training
Evidence of expertise: Their VR therapy system reduced autism symptoms by over 30% [16]
14. Gazepoint
Robust platform covering psychological, market, medical and assistive eye tracking research.
Key features:
- Wide range of capabilities
- Real-time data analysis
- Tests for medical diagnoses
Use cases: Psychology, market research, medical, assistive needs
Evidence of expertise: Cited in over 1,200 research papers [17]
This covers the core platforms providing eye tracking capabilities today. But with the right software, the applications are endless – marketers can optimize websites while psychologists uncover insights into visual cognitive processing.
Key Factors When Selecting Eye Tracking Software
With many options available, consider these factors when choosing eye tracking software:
-
Intended use: Will you be researching psychology, vision, marketing, UX design, accessibility needs or something else? Different software is tailored to different goals.
-
Portability needs: Do you need to track attention across different screens and locations? Mobile and webcam tools provide more flexibility than fixed lab setups.
-
Data and analytics required: Do you need deep technical metrics or easy-to-digest visualizations for stakeholders? Ensure the analytics match reporting needs.
-
Hardware considerations: Will you need screen-based, wearable or webcam eye tracking capabilities? This impacts options.
-
Budget constraints: Hardware-integrated systems like the RED250 provide premium quality but at higher costs. Balance this against accuracy needs.
Prioritizing these factors will help narrow down options to find your ideal eye tracking software fit!
Conclusion
Eye tracking can transform understanding of human behavior across an amazing range of fields by bringing objective visual attention data to the table. The software options covered simplify gathering these powerful insights for your specific needs.
Hopefully this guide provided a helpful introduction to choosing eye tracking software for your particular application. Let me know if you have any other questions!
