Thursday, May 29, 2008

Looking Into Your Eyes

Trendhunter alerts us to a latest invention by Philips which would allow marketers to track the eye movements of window shoppers.

The tracker can also determine what item is being looked at, then larger pictures, slideshows, or more information can be displayed on nearby screens to further enhance the display and hold the attention of the viewer.

How it works is that at least one detector will be configured to detect the gaze of shoppers. A processor can then calculate how long someone looked at a particular item. It then identifies the most looked at items and even how often longing gazes were directed on a particular object.

Sounds really invasive in theory, but if it enhances the shopping experience of a potential shopper by showing items that are relevant to him or her, would we really even notice?