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To work, you need to upload a video to the system. There is a face detector, but only if the shooting was done frontally. If the subject does not hold his head straight in the video, the program will write an error. There is an eye detector, but again, its quality leaves much to be desired. For example, in an eighteen-second video with a frontal recording of the respondent, the data loss was 77.2% along the X axis, and 33.18% along the Y axis.

Of course, there are also online platforms of this kind, and quite a lot of them. They work more crudely than eye trackers used in laboratory experiments. But, most likely, the time is approaching when cell phone database quite inexpensive and fairly accurate systems will appear in the public domain. After all, in essence, an interesting task has already been formed that requires a comprehensive solution, which means that tempting market prospects are opening up in this area.

If we talk about simple videos, then in order to accurately track eye movement, it is also necessary to take into account head movement. In addition, face detection is not ideal due to the fact that the pupil in the frame is a very small object in area. So developers still have something to think about. But as soon as the appropriate eye-tracking technologies appear, it will be possible to easily and quickly track the emotions and reactions of any person sitting at the monitor.


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Factors Affecting Research Costs
There are already special agencies that conduct custom eye tracking research (as a paid service) (both in Moscow and in other cities in Russia). When calculating the cost, the following points are taken into account:

What type of research is to be conducted : studying web platform pages, analyzing the interface, video, performing precisely defined tasks (on the site), comparing layouts in different design versions, or testing all indicators at once.

Where will the research be conducted - at the customer's address (with a specialist visiting) or remotely.

How many respondents will take part in the experiment?

Who will conduct an expert assessment of the data received (the customer himself or a specialist from the company providing the service).

Thus, paying for the eye tracking service can cost hundreds of thousands of rubles. Therefore, companies that perform custom eye tracking immediately place a calculator on their websites so that any client can calculate the upcoming expenses themselves.

And if you understand that you will need such research on a regular basis, it may make sense to spend money and purchase equipment for your own use.

And to sum it up: don't think that eye tracking is a panacea for all ills. Yes, it is quite a powerful tool, but it should be used in combination with other cases. It is, so to speak, heavy artillery, which can be used when you have already used all other marketing tricks.