Eye Tracking IRL: a Wishlist

Everybody who’s anybody thinks eye tracking technology is pretty cool. It’s incredibly useful for research, and at Discida, we regularly use eye tracking to help our clients gain insights into what it is their customers are perceiving and understanding about a product.

But what if we took eye tracking outside of a research setting and could use it in daily life? Here’s a list of IRL scenarios where eye tracking could be useful:

  • First dates: Especially the Tinder variety. Want to make sure your date isn’t a creep, or is actually paying attention to you? Wearable eye tracking technology can tell you exactly where your dating is looking, and for how long.
  • Teaching class: Are you a professor or high school teacher? We all know your students are looking at their phones more than they are you, but let’s get the data behind it and use the statistics to change their behavior. Throw a heat map on the board that shows all your students looking at their crotches, and maybe you can shame them into paying attention.
  • New drivers: Have teenagers in the household? We know you’ve already forced them to turn on location sharing, but what if you could track their eyes while they’re on the road? Most often, this type of eye tracking is used to determine the noticeability of billboards, but for the parents out there, now you can finally gauge just how much your teen is looking at the road in front of them. Are they texting while driving? This is the best way to find out.
  • Pets: Let’s be honest, we’ve all wanted to know what our dogs were barking at or our cats pouncing at, and it always appears to be nothing. With eye tracking, we can finally get — not the answers we need, but — the answers we deserve.
  • Spouses: Want to know just how many times your spouse looked at that pile of dirty dishes without doing them? How many times they saw the cat puke in the hallway without cleaning it up? How many hours they spent locked on their phone/laptop/TV screen while you were out? Eye tracking can tell you all of this!

Having eye tracking technology ‘on the outside’ could give you the information you want about virtually every aspect of your interactions with others. Reading these over, though, I’m sure you can envision a few potential problems that could crop up from the vast breaches of privacy this type of eye tracking would entail. Perhaps it’s best to keep the eye tracking in the lab, and to leave it to the professionals. We can still help meet all of your tracking needs — we’ll just make sure we get signed agreements from the participants first.

Learn more about our eye tracking capabilities here, and contact Discida before your next Tinder date. We’ve got you covered.


Originally published at Discida.