iMotions Eyetracking Tool

A video on the IMotions eyetracking tool.  More at their site.  " ... To gain a new level of consumer insights to know how your customers perceive, behave and interact with your visual communication, products, interfaces, advertisement etc... to measure and increase your ROI ... " .   I have not seen their software applied as yet.  Eyetracking is becoming an increasingly used approach to understand how people react to stimuli.