The technology is also being used to alert drowsy drivers, diagnose brain trauma, train machine operators and provide surgeons with "a third hand" to control robotic equipment. More than 9,000 paralysed people operate computers and wheelchairs using eye trackers (most survivors of spinal injuries and neuromuscular diseases retain control of their eyes). As the cost of eye-tracking gear has fallen in recent years and its accuracy has risen, the technology has found a range of new uses.Įye tracking can do more than just help designers by revealing visual shortcomings in websites, advertisements and product prototypes. A decade ago test shoppers were tethered to bulky computer equipment pushed along behind them in a trolley. As test shoppers wander between the shelves, their eye movements are recorded to see which products catch the eye. In Vivo BVA runs 19 mock supermarkets, known as "shopper labs", in America, Britain, China, France, Germany and Italy. Mapping them out reveals the places where the wearer's gaze lingers with pleasure, jerks back and forth in confusion, or fails to look at all. Resembling a chunky pair of glasses, it records the wearer's eye movements. His firm does brisk business determining exactly which elements on packaging attract or repel shoppers using a small device called an eye tracker. In French marketing lingo, "zombies" are logos, images or phrases on packaging that shoppers dislike, without even realising it, says Eric Singler of In Vivo BVA, a marketing consultancy based in Paris. ELIMINATING "zombies" on product packaging is good for sales-but first they must be discovered.
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