A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called:

Question

Quizplus · Accepted Answer

Eye tracking is a methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye. The sensor measures the movement and duration of eye fixations and provides insights into which elements of the ad are most engaging and memorable. Electrodermal response, EEG, and pupil dilation are other physiological measures that can be used to gauge viewer response to an ad, but they do not involve eye tracking.

A Methodology in Which Viewers Are Asked to View an Ad