If a subject was particularly difficult to track, the researchers could just pick somebody else for the study. Researchers would have the subject put their head in a stand to keep it still, and they could also control the lighting. In the early days, when eye tracking was used only in scientific settings, it was easy to control the environment. Enterprises now use eye-tracking technologies for a growing number of applications, ranging from measuring user reactions to new products to detecting drowsy car drivers. The techniques are very similar, whether used as a screen-based or a wearable eye-tracking system. Now, two decades later, the system is much more sophisticated – and the software uses some of the latest computer vision and machine learning techniques to determine much more than just where someone is looking. The three entrepreneurs established Tobii 20 years ago on the premise that their technology could be used to enable people to control a computer with their eye movements. Software analysed the data to determine the direction of the person’s gaze. Unaware of all the work that had already gone into eye tracking for use in scientific research, three Swedish entrepreneurs came up with their own camera-based solution using infrared illumination to paint a pattern on the user’s eyes, which the camera then recognises. Studies conducted in a controlled environment tracked eye movements to draw conclusions about where subjects were directing their attention. Eye-tracking technologies were first used for scientific research purposes.
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