8 Applications of Eye Tracking Technology

Eye tracking is a field that never seizes to fascinate me. It is truly amazing that one technology can have such a wide range of capabilities and applications. Here are 8 applications of eye tracking that are being used today:

#1 Website Usability Testing- Computers have become a primary source of information; therefore, it is critical that users be able to easily locate and comprehend information on a user interface. Eye tracking is often used by Web designers and Usability Specialists to identify which elements of websites function as intended and which need to be revised.

#2 Advertising and Marketing Research- Another growing application for eye tracking is in the marketing industry. Advertisers are evaluating the effectiveness of their campaigns, using eye tracking to determine if customers are noticing the key elements in a product placement, commercial, or print ad.

#3 Assistive Technology- both wearable and monitor mounted eye trackers are being used by disabled individuals for communication and computer control. With most of these products, eye tracking permits eye movement to replace the traditional keyboard and handheld mouse.

#4 Digital and Operational Training Scenarios- Eye tracking is used in different types of simulators, including driving, flight, and even operating room, to track the eye movements of trainees as they perform tasks. Military and law enforcement agencies have also used eye tracking in the field.

#5 Human Behavior- One of the most common applications of eye tracking in research is studying patterns of eye movements and their correlation with different behaviors. There is much to be discovered about how visual behavior relates to cognition and decision-making.

#6 Developmental Psychology- Infants communicate and take in information about their world through their eyes before they can speak. Eye tracking can get an up close look at how babies perceive their surroundings and how visual behavior impacts their development.

#7 Human Factors Research- Eye tracking is often used to monitor and research how people interact with their environment, particularly with respect to equipment and machinery. Human factors research seeks to improve efficiency, operational performance, and safety, as humans engage with their technical and environmental surroundings.

#8 Neuroscience and Diagnostics- It has been discovered that certain oculometrics, only traceable with eye tracking, could be potential indicators of neurological conditions. Research is being conducted to determine if eye tracking may be an accurate tool for identifying signs of Traumatic Brain Injury, autism, and ADD.

There are far more than just the 8 listed here. Feel free to add the ones I’ve missed in the comments below!