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When it comes to understanding how exactly people browse the web, the eyes don’t lie.
At least that’s the premise of an increasingly popular practice among web designers and advertisers: the use of biometric technology to track and test consumer’s eyes as they roam around a screen.
Proponents say these devices, which range from infrared sensors to headsets, can circumvent biases inherent to surveys and focus groups and capture nuances people don’t think to report. But some also claim expensive costs and overcomplicated systems are holding back adoption.
That’s why Swedish eye-tracking firm Tobii Pro released a web app this week designed to make its monitor attachment sensor much easier and more cost-effective for website designers to use.