Lumen uses high performance eye tracking sensors that measure exactly where users are looking. The sensors contain a high-definition camera and an infra-red projector. The light from the projectors is reflected on the eyes of the user. The pattern of this reflection is picked up by the camera, and used to calculate the eye’s position and gaze point. This allows us to determine what people look at (and what they ignore!), how long they look at each element and in what order.  

Source: Tobii

Source: Tobii

 
 

Screen-based Eye Tracking

Eye tracking sensor attached to a computer-screen. Allows testing of websites, TV and digital advertising and email at scale, as well as mock-ups of newspapers, magazines, direct mail, and packaging design. 

Laptop mounted eye-tracking sensor                       Source: Slash Gear

Laptop mounted eye-tracking sensor                       Source: Slash Gear

 
 

Glasses-Based Eye Tracking

Miniature eye-tracking sensors built into specialist glasses. Allows testing to attention to out-of-home and in store media.  

 
Eye tracking glasses                                                       Source: Tobii

Eye tracking glasses                                                       Source: Tobii

 
benefits of eye tracking