RealEye

RealEye is an online research platform that enables users to conduct remote eye-tracking studies using only a standard webcam, eliminating the need for specialized hardware or software installations. The platform operates entirely within a web browser, allowing researchers, marketers, UX designers, students, and academics to set up studies, recruit participants, collect gaze data, and analyze results in real time. At its core, RealEye leverages computer vision algorithms to track where a person is looking on the screen, capturing metrics such as fixation points, saccades, gaze duration, heatmaps, and attention maps. These visualizations help researchers understand which elements of a webpage, advertisement, prototype, or image draw visual attention and how users navigate through content. The typical workflow begins with creating a study inside the platform’s dashboard. Users can upload static images (e.g., website screenshots, product mockups, advertisements) or embed dynamic content like videos. They then define areas of interest (AOIs) to measure specific metrics for particular regions—for example, whether participants notice a call-to-action button or a brand logo. The platform supports both single-image tests and multi-step tasks (e.g., a series of screens that simulate an online shopping journey). Researchers can also add survey questions before or after the eye-tracking task to collect qualitative feedback. Participant recruitment is flexible. Users can invite their own participants via email or share a public link. Alternatively, the platform can incorporate a participant panel (if available) for external recruitment. Each participant simply clicks the link and allows camera access; no download or account creation is required. The eye-tracking calibration process