Empathic market research: The added value of eye tracking data for affective computing UX research

The use of innovative technology and artificial intelligence (AI) is fundamentally changing the way of gaining and analysing data. Regarding emotion, affective computing aims at automated, real-time-based measurement and recognition of emotions by sensors and learning algorithms. Regarding attention, eye tracking can identify the exact visual triggers which release emotional reactions. This article explains how researchers can use both methods to generate encompassing insights for UX research on user emotions and to identify the according visual trigger points. Therefore, experimental studies are conducted using affective computing and eye tracking methods on two digital use cases.