With the eye-tracking technique it is possible to scan the tracking path of the human eye, on a single subject or on a group of subjects, during the observation of an advertising image, but also during the observation of web sites and advertising hoardings.
In this way, through the experiment, it can be possible to find out where the person directs his/her gaze and the point at which he/she is focusing.
Below are presented two videos about the experience of a single subject and of a group of subjects.
Single subject experience
Video - Trial by the use of eye-tracker: tracking the eye movements of an individual subject while watching an advertising image
Group of subjects experience
Video - Trial by the use of eye-tracker: the eye movements of a group of subjects while watching an advertising image