From self-monitoring cars to marketing research, eye tracking technology is becoming a bigger part of the technology conversation. However, this amazing innovation has quite a few applications you may not even know about.

Companies are confidently investing their marketing dollars, thanks to eye tracking technology. Rather than wasting time with ads customers aren’t interested in, 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.

Eye tracking tests can help medical professionals diagnose concussions with improved accuracy and speed. Numerous studies on mild traumatic brain injury suggest that the shearing of connections in the frontal area of the brain are the cause of the memory and attention deficits that often result from concussion injuries. When doctors study patients’ eye movements, they can more quickly and accurately diagnose a concussion so treatment can begin sooner.

Thanks to eye tracking technology, autism diagnoses can be affirmed earlier in the disability’s progression. Researchers have found 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. Ground-breaking findings by the Yale University School of Medicine are helping to diagnose autism in children as young as 6 months of age. The researchers use eye tracking to carry out their studies and are hopeful that early detection can lead to social and behavioral interventions to help these young patients recover.

New eye tracking studies hold promise for improving reading techniques, too. Researchers in Germany are working on software called Text 2.0, which will 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.

Want to take a deeper dive into the world of eye tracking technology? Start with this blog, which features the numerous ways eye tracking is making our lives better.