The holidays are a time to reflect upon what we are most thankful for. For many people, eye tracking technology is among the things for which they are most thankful. Eye tracking technology is being put to use in so many amazing ways. Here are just a few:
1. Autism diagnoses: 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. Now autism can be diagnosed in children as young as 6 months of age. Researchers have used eye tracking to carry out their studies and are hopeful that early detection can lead to earlier social and behavioral interventions.
2. Marketing research: Eye tracking technology is helping companies to invest their marketing dollars wisely. 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. Concussion detection: Eye tracking tests can help medical professionals diagnose concussions with improved accuracy and speed. Studies on mild traumatic brain injury suggest that the shearing of connections in the frontal area of the brain are the cause of 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.
4. Improved reading: 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.
These are just a few of the ways eye tracking technology is changing lives. What are you most thankful for this holiday season?