Eye Spy: A new way for marketers to track and gather consumer information?

Eye-tracking technology has already and will likely continue to revolutionize and benefit nearly every field of business—perhaps marketing more than any other.

“Eye tracking technology, a type of analytical heat map, is used to evaluate digital marketing content used on mobile apps, websites, etc. Including this technology in a businesses’ marketing strategy is bound to increase conversions and boost revenues.” With this new way of tracking consumers habits, both conscious and subconscious, digital marketers are sure to gain valuable insights to further transform and evolve their measurement, decision making and campaign efficacy, according to Naveen Joshi (https://www.allerin.com/blog/eye-tracking-a-technology-that-will-transform-marketing).

To consider one step further, companies and marketers already seem to be employing this technology given the advancement of personal smartphone cameras. An iOS app called Hawkeye Access allows iPhone owners to “control their phone using their eyes.” So, how will such eye-tracking be regulated in order to control user privacy?