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A Look into Predictive Eye Tracking Tools

In the last few decades, eye tracking technology opened new possibilities for research and provided various specialists including marketers, UX researchers, and designers with new methods to evaluate their designs. With recent advancements in AI, new predictive eye tracking tools have the potential to aid in our understanding of where users are likely to look.

What is eye tracking and what is it used for?

A typical eye tracking setup. Source: https://www.businessinsider.in/oculus-acquired-danish-eye-tracking-technology-company-the-eye-tribe/articleshow/56237875.cms

Eye tracking is a process of measuring eye position and movement, determining where the person’s gaze is directed. It helps to find out where a person is

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