From the CACM: I think there are high value applications for eye tracking as the analytical capabilities for neuromarketing are focused to problems like in-store shelf interaction.
" Eye-Tracking Interfaces Look for Killer App
As you read this page, the movement of your eyes shows where you are focusing your attention. Researchers have found many uses for tools that track where people are looking. But the systems are still expensive, and their widespread adoption as user interfaces will need a compelling, high-volume application ... '
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