Eye tracking is performed through the eye tracker technology.

An eye tracker is a device for measuring eye positions and eye movement. It is available in three versions: a mobile version that can be worn by a person in non- laboratory conditions, a fixed version that is used to monitor the eye movement in a fixed position, generally in front of a screen, and a remote version that uses a webcam as an eye-tracking device.

Eye trackers are used in research on the visual system in psychology, in psycholinguistics, in marketing, as an input device for human computer interaction, and in product design.

In recent years, the increased improvement and accessibility of eye tracking technologies have generated a great deal of interest in the commercial sector. Applications in this context include web usability, advertising, sponsorship, package design and automotive engineering. In general, commercial eye tracking studies function by presenting a target stimulus to a sample of consumers while an eye tracker is used to record the activity of the eyes.

Examples of target stimuli may include websites, television programs, sporting events, films, commercials, magazines, newspapers, packages, shelf displays, consumer systems (ATMs, checkout systems, kiosks) and software.

The resulting data can be statistically analyzed and graphically rendered to provide evidence of specific visual patterns. By examining fixations, saccades, pupil dilation, blinks and a variety of other behaviours researchers can determine a great deal about the effectiveness of a given medium or product.

While some companies complete this type of research internally, there are many other companies, such as BrainSigns, that offer eye tracking services and analysis.