Due to its expensive costs, in the first half of the 20th century, eye tracking was exclusively used within education and medical research fields. However, the period in the 1980s marks its expansion to the marketing domain due to the possibility of tracking eye movements in real-time. Initially, eye tracking was used for the evaluation of ads in printed magazines, while in the late 1990s, in line with the growth of online product offerings, its application extended to measure and analyze user experience on the Internet¹.

Nowadays, eye tracking enjoys extended use across different scientific and business domains. In addition to understanding eye movement patterns in reading and learning, it is a particularly useful tool within the medical field for the identification and treatment of mental and cognitive disorders. It also forms an integral part of the consumer neuroscience field where it is used for creating and evaluating marketing campaigns and consumer experiences, while its assistive application enables disabled individuals effective communication and greater quality of life. The potential of eye tracking technology is still not fully unlocked, as its widespread application depends on ongoing technological advances. Hence, at EyeLogic we are dedicated to developing a new generation of eye tracking devices allowing deeper insights into human behavior.