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 that involves using the electronic sensor to track eye movements and determine what aspects of a visual stimulus are most engaging to the viewer. The viewer's eye movements can be tracked using a beam of infrared light, allowing researchers to determine which elements of an advertisement are most effective at capturing the viewer's attention. Electrodermal response, pupil dilation, and EEG are other methods used in consumer neuroscience research but do not involve tracking eye movements.

A Methodology in Which Viewers Are Asked to View an Ad