Eye tracking is an increasingly popular research tool across industries, allowing researchers to accurately measure visual attention and gain insight into how people gather information to make decisions. In this paper we describe the development and implementation of a passive panel equipped with eye trackers to investigate natural visual attention behavior during online browsing. We refer to this panel as an attention panel. With over 1000 households participating, this attention panel is unique in its size and scope for the passive collection of online attention behavior.
The purpose of this panel is to facilitate the evaluation of digital advertising for publishers and brands, using passively gathered gaze fixation data to better measure the whole story of a customer journey and fill in a current knowledge gap for the advertiser. We discuss the challenges and opportunities with such a panel and how eye tracking data from the panel can be used to validate and understand users’ online behavior.