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One field of commercial eye-tracking research is web usability. Specifically, eye-tracking can be used to assess search efficiency, branding, online advertisements, navigation usability, overall design and many other site components. Analyses may target a prototype or competitor site in addition to the main client site. A great deal of research has gone into studies of the mechanisms and dynamics of eye rotation, but the goal of eye- tracking is most often to estimate gaze direction.

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One study focused on what particular features caused people to notice an ad, whether they viewed ads in a particular order and how viewing times varied. The study revealed that ad size, graphics, color, and copy all influence attention to advertisements.

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Estimating cognitive load can help to design next generation adaptive cockpits with improved flight safety. Eye tracking is also useful for detecting pilot fatigue. Eye-tracking is commonly used in a variety of different advertising media. Commercials, print ads, online ads and sponsored programs are all conducive to analysis with current eye-tracking technology. One example is the analysis of eye movements over advertisements in the Yellow Pages.

Knowing this allows researchers to assess in great detail how often a sample of consumers fixates on the target logo, product or ad. As a result, an advertiser can quantify the success of a given campaign in terms of actual visual attention. Another example of this is a study that found that in a search engine results page, authorship snippets received more attention than the paid ads or even the first organic result.

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Users may be interested in what features of an image draw the eye, for example. It is important to realize that the eye-tracker does not provide absolute gaze direction, but rather can measure only changes in gaze direction. Another, less used, method is known as passive light. It uses visible light to illuminate, something which may cause some distractions to users. Another challenge with this method is that the contrast of the pupil is less than in the active light methods, therefore, the center of iris is used for calculating the vector instead. This calculation needs to detect the boundary of the iris and the white sclera . It presents another challenge for vertical eye movements due to obstruction of eyelids.

Recent studies investigated eye gaze controlled interaction with HUD that eliminates eyes-off-road distraction. Eye tracking is also used to monitor cognitive load of drivers to detect potential distraction. Eye tracking technology was also explored to interact with helmet mounted display systems and multi-functional displays in military aircraft. Studies were conducted to investigate the utility of eye tracker for Head-up target locking and Head-up target acquisition in Helmet mounted display systems . Pilots’ feedback suggested that even though the technology is promising, its hardware and software components are yet to be matured. Research on interacting with multi-functional displays in simulator environment showed that eye tracking can improve the response times and perceived cognitive load significantly over existing systems. Further, research also investigated utilizing measurements of fixation and pupillary responses to estimate pilot’s cognitive load.