No, this approach is currently hampered by the required sample size, as segmenting eye-tracking data by emotional response can multiply the sample requirement tenfold. Additionally, the calibration requirements and necessity for participants to remain still throughout the session further increase sample drop-off and costs. More fundamentally, the additional calibration and behavior requirements for eye-tracking result in a less-passive form of measurement.
However, we do measure whether participants eyes are on screen to determine attention levels throughout the viewing experience. We’ve done extensive accuracy validation of this form of measurement. To learn more about our attention measurement capabilities, please reach out to your dedicated sales representative or email@example.com.