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What are you looking at?

Xuuk has announced the eyebox2. It’s capable of tracking what a person is looking at and exactly where the person is looking from up to 10 meters away. It’s targeted at marketers who want to know if their billboards and signage are effective, and specifically what elements of the sign are best at attracting eyeballs. I could see this device also being useful in user testing, to assess the effectiveness of navigation, advertising, etc. in software applications. The developers of the eyebox2 are also testing the device as a means to control home entertainment systems. When you look away from the screen for a certain amount of time, the media pauses and then resumes when you look back at it. That could be really annoying if you are watching TV with someone who isn’t really paying attention. With the release of this device and the announcement of the Microsoft Surface, it seems like the targeted and immersive experiences from the movie “Minority Report” aren’t too far away. And if Gonzales gets his way with the “Intellectual Property Protection Act of 2007“, precrime is just around the bend too.