What technique is used to measure the point of gaze or the motion of the user's eye relative to the head?

Eye tracking is a technique specifically designed to measure where a person is looking, providing insights into the user's visual attention. It works by capturing the point of gaze or the motion of the eye in relation to the head, often using specialized hardware and software that can analyze eye movements in real-time. This technique helps researchers understand how users interact with visual interfaces, including websites and applications, by identifying which elements draw their attention and how effectively information is conveyed.

Unlike heat maps, which visualize aggregated gaze data by showing areas of high interest based on user interactions, eye tracking examines individual eye movements in detail. Fixation refers to the state of the eyes being stationary on a particular point, which is just one aspect of what eye tracking measures. Similarly, a gaze plot provides a graphical representation of an individual's eye movements over time but does not encompass the comprehensive measurement and analysis that the eye tracking technique delivers. Eye tracking combines both points of gaze and their dynamics, making it essential for deep insights into user behaviors and preferences.