Eye-Tracking and Surveys
Understand what your audience really sees.
Syno’s Eye-Tracking Surveys use respondents’ webcams to capture where they look when viewing your visual materials, adding attention-based behavioral data to your survey results.
What Is Eye-Tracking?
Eye-tracking is a method that identifies where a person’s gaze lands on a screen and how their attention moves across visual content.
With Syno’s built-in solution based on Tobii technology, respondents use their computer or mobile webcam (after explicit consent) to view images, ads, packaging, or other on-screen materials. The system records gaze patterns during the viewing task and generates heat maps and attention metrics.
What Eye-Tracking Can Show
The feature can provide insights such as:
- General areas that attract attention
- Sequence of viewing
- Approximate fixation points
- Heatmap-style visual summaries
These indicators help you understand which elements of your visual materials are being seen, skipped, noticed first, or focused on.
Technical Notes
- Works on desktop and mobile
- Accuracy depends on lighting, webcam quality, and respondent stability
- Respondents must provide explicit permission before activation
- Fully compliant with standard privacy and data protection requirements
Why Use Eye-Tracking in Surveys
Eye-tracking adds a behavioral layer to traditional survey data, helping you understand real viewing behavior rather than relying only on self-reported answers. It is beneficial when evaluating how effectively key messages, visuals, or design elements are communicated.
Reach out to our team:
Are you interested in learning more about how Syno can help you with Eye Tracking Surveys?