Eye Tracking is the method of measuring of eye movements as one looks at different kind of stimuli. This involves the use of various mechanical devices to record participants' eye movements when they are looking at some form of stimulus (such as a press advert in a newspaper). This is used most commonly for shopper research (to understand impact of various retail items, planograms for shelf display), packaging (cut through and impact of different design elements) and also for other visual-led stimuli (e.g. websites, print ads, etc.).
Analytical outputs like heat maps help identify and quantify the specific components within the stimulus that attract and hold attention. This helps to prioritise and evaluate on high impact stimuli and streamline design.
There are several providers for advanced eye tracking devices.