Eye tracking can do more than just help designers by revealing visual shortcomings in websites, advertisements and product prototypes. More than 9,000 paralysed people operate computers and wheelchairs using eye trackers (most survivors of spinal injuries and neuromuscular diseases retain control of their eyes). The technology is also being used to alert drowsy drivers, diagnose brain trauma, train machine operators and provide surgeons with “a third hand” to control robotic equipment. Costs are falling so quickly that mainstream consumer use of the technology may not be far off. Haier, a Chinese maker of household appliances, recently unveiled a prototype TV controlled by a viewer’s gaze. Eye tracking may also find use in desktop computers, video-games consoles and e-readers.
For the time being, the main use of eye tracking is in design and marketing. Trials involving just a few dozen viewers of an advertisement, website or product design can reveal exactly what looks good and what does not. Software sold by iMotions, a Danish firm, creates colour-coded maps that show where gazes glide, linger, or twitch back and forth in frustration. Such “heat maps” can reveal more about how well an advertisement will work than asking people to express themselves in words, says Peter Hartzbech, the firm’s boss.
The ability to use eye tracking to control a computer has obvious advantages for disabled people, but fans of the technology believe it could become a widely used input technology for the able-bodied, too. Moving an on-screen cursor with a glance is much faster than using a mouse, for example.
Another use is in e-readers. Researchers at the German Research Centre for Artificial Intelligence and the University of Kaiserslautern have created a program called Text 2.0 that uses eye tracking to analyse how a displayed text is being read. If the reader lingers on a foreign word, Text 2.0 can display its translation. Lingering on a word and then sweeping one’s gaze to the right margin calls up a definition. If the reader starts to skim, the software dims common words. The program could be used by authors to see which passages caused readers to stumble or skip ahead.
Read more at The Economist
