Eye tracking, at its most basic, is keeping a tab on eye activity. It studies what we look at, what we ignore, and how we blink. It also examines how the pupil reacts to various stimuli. The concept is simple, however the procedure and interpretation can prove to be complicated.

In eye tracking, data is mostly gathered leveraging an “eye tracker,” which can either be head-mounted or remote and connected to a computer. Such eye trackers are mostly comprised of a camera and a light source. The light source, infrared mostly, is directed toward the eye, while the camera tracks its reflection along with visible ocular features such as the pupil. With the evolution of technology, such eye trackers have become non-intrusive.

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The data gathered from eye tracking is then analyzed using various software. Apart from analyzing the visual attention, eye data can also be scrutinized to gauge the workload and cognitive state of the subject. Eye tracking finds application in different areas ranging from automotive to medical and defense. They use eye tracking to ensure safety and well-being of the participants.

Besides, advertising and entertainment, packaging, and web design industries are also benefitting from the information gathered about their consumers’ behavior from their eye tracking. They are finding many new applications almost every day and this is opening up new opportunities in their market.

Despite such promising prospects application-wise, the demand for eye tracking devices is getting hampered because of its high cost. Rising use of contact lenses is also serving to slow down their uptake since those can disrupt the functioning of eye tracking devices.

However, with constant product development their prices are expected to come down in the future and their design is expected to become more sophisticated thereby buoying sales eventually.

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Eye tracking refers to the procedure of locating, following, and recording a person’s gaze. Various technologies exist for the completion of this electronically-driven procedure, some of which rely on the images of the eye taken without any physical contact and other methods involve attachments to the eye. Therefore, eye tracking is simply measuring the activity of the eye, analyzing, where the eye looks at, what the eye ignores, when the eye blinks, and how does the pupil of the eye react to different stimuli.