Introduction Today, eye-tracking is widely used in the scientific community, marketing, and in usability studies.

This technology has seemingly become far more popular in the past decade in developing effective advertising campaigns and usable websites. Access to this technology remains far beyond the average person however, with eye-tracking hardware often priced in the tens of thousands of dollars. Moreover, most of the eye tracking systems in the market are head mounted systems or remote eye tracking systems embedded in computer systems. Applications of Eye Tracking Systems Usability testing Eye tracking provides researchers and practitioners with indisputable, objective and convincing data describing user behaviour and usability problems. For usability analysis, the users eye movements while using the system are recorded and later analyzed retrospectively, but the eye movements do not affect the interface in real time. Human Computer Interaction As a direct control medium, the eye movements are obtained and used in real time as an input to the user-computer dialogue. They might be the sole input or as one of several inputs. Developmental Psychology Eye tracking can be used to predict how infants perceive the world, long before they start to talk. Eye tracking is used in the field of developmental research for a large number of studies. Psycholinguistics & reading Eye tracking is used by linguistic researchers to investigate human language development, language skills, and reading behaviour. Ophthalmology In the field of ophthalmology, vision researchers use eye tracking to study coulometer behaviour, cognitive visual function and vision deficiencies. Neuroscience studies Eye tracking is used in research to acquire a better understanding of neurological functions and related diseases and impairments. Also time and cost effective compared with other neurological analysis methods. Training and Simulations Eye tracking is used in a range of industries to ensure and improve performance in real time or as a part of simulations and training. Nonhuman Primate Research

The adoption of eye tracking in the study of nonhuman primates is less widespread, but already some of the leading institutes in the field are testing the cognitive ability, comparative social cues and behavioural neuroscience/ecology of mans closest relative. Package design and Shopper Research Eye tracking is imperative to understand shoppers attention and shopping behaviour, as most purchasing decisions are made unconsciously. Therefore product must able to grasp human eye quickly. Advertising Research Eye tracking offers a unique method to objectively measure consumers attention and spontaneous responses to advertising. Eye Tracking Systems in the Market Existing eye tracking systems in the market can include in the two broad categories, remote eye tracing and mobile eye tracking systems. Both categories include different eye tracking products, which are integrated with specific features to support particular application. The products have both pros and cons as mentioned below. Mobile eye tracking systems Head mounted eye tracking systems They are widely used for training and simulation applications like driving, pilot evaluation and training. Also use for retail merchandising researches, drug and alcohol response testing and vision researches. The system overcomes the restrictions in head movements, found in remote eye tracking systems. But the user has to bear the discomfort as the device used to firmly mount on the head. Eye tracking glasses These are one of the mobile eye tracking system that have overcome the difficulty of discomfort, in the head mounted systems to a certain extent. These can be used in real word applications such as, in-store shopper researches including package design and shelf placement, out of home and TV advertising, social interaction researches etc.` Remote Eye Tracking Systems Modern remote eye tracking systems allows the participant to the research to seat comfortably without using any chinrest or devices that have mechanical contact with eye or head. But this system cannot use in real world applications as mobile eye tracking systems. Also the system restricts the freedom for head movement to a certain extent. Currently both desktop eye tracking systems and binocular eye tracking systems are in the market. These are used for applications including vision research, advertisements and Web effectiveness studies, and reading and language evaluation, etc. Remote eye trackers of high sampling rate

are used in medical applications including neuroscience studies, ophthalmology, and psychology.