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