With recent media coverage of games that incorporate eye tracking and last year’s successful Ice Bucket Challenge fundraiser for ALS, eye tracking technology is gaining attention. However, this amazing technology has quite a few applications you may not even know about.
Here are four less common ways eye tracking technology is making its mark on our world:
1. Autism diagnoses can be affirmed earlier in the disease’s progression. Research shows that infants who go on to develop autism not only look at faces less than other babies do, but they also look away from major facial features when a person speaks. Yale University School of Medicine researchers recently presented these ground-breaking findings that can help diagnose autism in children as young as 6 months of age. The researchers used eye tracking to carry out their studies and are hopeful that early detection can lead to social and behavioral interventions to help these young patients recover.
2. Eye tracking technology is helping companies to invest their marketing dollars wisely. Why bother with ads customers aren’t interested in at all? Businesses can use eye tracking research to study where consumers look at an ad online. Vision heat mapping can detect what bores and interests consumers, so marketers can move on quickly to newer, better ads.
3. New eye tracking studies hold promise for improving reading techniques. Researchers in Germany are working on software called Text 2.0, which intends to use eye tracking cameras to adjust a text page online to display pop-up translations and meanings of difficult or foreign words. The technology will recognize skimming behavior and adjust the page to make keywords more prominent and common words fade out, helping to improve reading comprehension.
4. Eye tracking tests can help medical professionals diagnose concussions with improved accuracy and speed. Numerous studies on mild traumatic brain injury suggest that the shearing of connections in the frontal area of the brain are the cause of the memory and attention deficits that often result from concussion injuries. When doctors study patients’ eye movements, they can more quickly – and more correctly – diagnose a concussion so treatment can occur sooner.
Want to learn more about eye tracking technology? Start with our blog, which features the numerous ways eye tracking is making our lives better.