Eye tracking: Methodological and theoretical review

Abstract

Methods, techniques and tools in neuroscience offer new perspectives of analysis in social sciences, marketing and advertising when studying perception and attention. Eye tracking, which emerged in the late 19th and early 20th centuries, is one of these tools. At present, it has many applications in communication, including the experiential contrast to improve usability and web design. From the theoretical review and description of the historical evolution of eye tracking, this exploratory work presents a methodology for the analysis and contrast of the websites from the University of Vigo (UVigo) and Santiago de Compostela (USC). The sample is composed by a group of students from the faculties of communication, aiming at checking whether the result of students’ viewing are in line with the recommendations of experts in composition, content, images perception and web texts.