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The EyeTracking Blog

Author: EyeTracking Inc. Created: 1/17/2011 1:02 AM RssIcon
A blog about eye tracking technology and uses for researchers in a wide variety of fields, written by eye tracking experts
By EyeTracking Inc. on 7/26/2011 3:33 PM
Over the past hundred years or so, the word "promising" has been employed quite often to describe eye tracking technology - from the very first noninvasive eye data collection by Dodge and Cline in 1901, through Fitts' work with pilots in the 40s and 50s, right up to modern day uses in a diverse array of applied and research fields. Indeed, it is a promising technology. Absolutely, unquestionably, indubitably, there is great promise in the precise evaluation of visual behavior.

However, as noted by Jacob and Karn (2003), to be described as "promising" for such a lengthy interval is a dubious distinction. On one hand eye tracking must really hold promise or else it would have been discarded long ago. On the other hand, it raises a difficult question: when will this long-heralded promise finally be fulfilled?

I've worked in the industry for roughly seven years, and I...
By EyeTracking Inc. on 6/29/2011 1:46 PM
For better or worse, as citizens of the modern world we are inundated with information everywhere we go. At home, at work, in the car, plane or subway, it's often difficult to disconnect because the news of the day is always at our fingertips and the billboard is ever-present within our field of view. Simply put, it's a lot to take in. How on earth do we keep it all straight? How do we maintain order with all of this information piling up? Well, the trick is not to let it all pile up. Basically, just ignore that which is not relevant. The 21st century brain makes use of a sophisticated data filter to accomplish this task. It allows us to focus despite all the noise, to live our lives without being completely overwhelmed by the obligation to process every single sight and sound that we encounter. We'd go crazy with data overload if not for this handy adaptation. On the other hand, it does tend to make life...
By EyeTracking Inc. on 6/15/2011 8:05 AM
If you perform a Google image search for 'eye tracking,' your results will consist primarily of heat maps - heat maps of webpages, heat maps of advertisements, heat maps of grocery store shelves, heat maps, heat maps and more heat maps. They are the most recognizable eye tracking analysis tool. They are the most commonly requested eye tracking deliverable. At this point, it isn't too much of a stretch to say that the heat map has become the logo for the eye tracking industry as a whole.

However, this post will not be another puff piece about the unmitigated value of this oft-used data rendering. EyeTracking, Inc. will toot its own horn just this once to say that we were the originators of the heat map (or GazeSpot as we call it) back in the 1990s, and then we will proceed to a more objective discussion. What we'd like to talk about today is the manner in which these graphics are misused and misinterpreted....
By EyeTracking Inc. on 5/19/2011 10:08 PM
By far the most common question that we hear from potential clients is this: ‘Can I conduct my eye tracking research internally, or should I enlist the services of an expert?’ It’s an excellent starting point, but the answer that you receive will most likely depend on who you ask. Sellers of eye tracking systems will probably advise you to purchase the equipment yourself, whereas sellers of eye tracking services might steer you toward one of their external solutions. This can make the decision rather difficult. Fortunately, we at EyeTracking, Inc. offer systems AND services. It doesn’t matter to us which direction you choose, so we’re able to give you an objective recommendation based on our substantial experience within the industry. Here’s a basic overview of the pros and cons of each approach.

The benefits of in-house eye tracking are obvious. You own the hardware and software to design your studies, record your data and analyze your results. Recent advances in flexibility and portability allow you to...
By EyeTracking Inc. on 5/6/2011 2:12 PM
At midnight on Wednesday March 23rd two commercial airplanes approaching Ronald Reagan Airport in Washington D.C. requested permission to land. The tower responded with only silence. After repeated attempts at communication, both pilots were forced to navigate their descent through the darkness without the assistance of Air traffic Control.  The landings were successful and no one was injured, but when it was revealed that the controller on duty was asleep at his post, the story captured national attention.

Fatigue is unavoidable for the air traffic controller. The combination of long hours, monotonous tasks and high stress will eventually lead to physical and mental exhaustion, no matter how many cups of coffee are consumed. The event described above is just one of five cases reported in the past month. This is not a pleasant thought for the frequent flyers among us.  It means that at any given time as we hurtle through the atmosphere in a combustible tube traveling 500 miles per hour suspended 30,000...