Eye tracking is the process of measuring and recording the movements and positions of a person’s eyes in order to understand their visual attention and cognitive processes. This technology uses specialized equipment, such as cameras and sensors, to track the movement of the eyes and gather data on where and how long a person looks at different objects or areas. Eye tracking has various applications, including in research, marketing, and user experience design, and has proven to be a valuable tool in understanding human behavior and decision-making.