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The EyeTracking Blog

By EyeTracking Inc. on 9/6/2012 8:02 AM
When evaluating new technology, skepticism is a useful reflex. Are you sure it works? How do you know? Where is your evidence? Such questions help to weed out the ineffective tools and improve the ones that show promise. In this way, skeptics guide the evolution of the very technologies of which they are skeptical. And if you're skeptical of that conclusion, just look at eye tracking. Today's excellent visual behavior analysis tools are in part the result of a century and half of skepticism regarding the accuracy of data collected, the applicability to different research areas and the realism of the testing setup. For example, if no one had ever said, "Hmm, that chin rest and bite bar sure do seem to distract the participant," then progress toward systems with head movement correction would not have been as swift.

At this point, the technical quality of eye tracking is well-established....
By EyeTracking Inc. on 8/15/2012 1:58 PM
"To the man with a hammer, everything looks like a nail."

The origins of the preceding quotation are unclear - most likely Kaplan or Maslow, but some argue that Mark Twain said it first. No matter the author, this analogy is apt to describe a current trend in our industry. After roughly a half-century of amazing technological advancements and staggering feats of R&D, eye tracking researchers have created some extremely useful hammers. We have hammers that measure every fixation, saccade and flicker of your pupil. We have hammers that sit on your desk and hammers that rest unobtrusively on the bridge of your nose. We have hammers that can track the eye of pretty much anyone pretty much anywhere doing pretty much anything. I am referring, of course, to our eye tracking hardware systems, which seamlessly translate raw physiology into accurate visual behavior data. Regardless of the source of this well-worn quote, the point can be easily applied to our own high-tech tools.

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