🤔 Potential use cases¶
This page outlines some of the potential use cases for commercial production — if you want to dig deeper into the technology see The New Possibilities.
There are plenty of use cases waiting to be surfaced from creative thinking. The demand, requirements and goals differs greatly across industries, sectors, digital transition, specific product offerings, mindset as well as which end-users that are targeted.
In some scenarios where hair-thin precision is imperative, e.g. neuroscience, diagnostic, automotive monitoring, disease progression, it would — currently speaking — be more adequate to use the heavier equipment of the industry. As common everyday devices gets better, the hardware friction and geographic boundaries of laboratory use cases will eventually be lifted — until then, some of these use cases are addressed in‣.
To put it into perspective, look at the difference between a regular vehicle and a hyper car. For many companies, the value-add between the two, is next to nothing. No one, at least rationally, need a 250mph hyper car. They are usually out of reach for most pockets, expensive to operate, and uncomfortable when being driven in the "real world" away from perfectly-curved asphalt.
They will, however, often be the shiniest, noisiest and fastest... but sometimes you do not need to buy milk in the most fashionable way; you just need to get comfortably from A to B.
The value of knowing how your customers and end-users engage with your product is indeed beneficial. On top of that, it can also bring great value when pioneering with new technology by, for instance, enabling end-users to scroll, move and activate digital objects with their eyes' fixation and motion. This is an opportunity to reach new audiences, new funnels, and increase customer stickiness. You can read more about the opportunities here The New Possibilities and the specific technical capabilities here The tech stuff.
As with every business endeavor, one always have to bear in mind what value the technology will bring to the end-user. Attention tracking is not suitable for all businesses. Some use cases simply just do not add enough value to the end-user, and as such, it will not become a success. Just think about it: Would you allow an e-commerce site to track your eyes' movements for free so they can enhance their design and call-to-actions? Probably not. Would you do it if the same company paid you $100? In most cases, probably yes. The value-add has to be distributed equally, preferably leaning toward the end-users.
There is a constant debate about personal data and privacy concerns. The tracking of end-users' eye movements will certainly re-ignite that debate. It can be argued that there is a fundamental mistrust to the term 'eye-tracking' as it stimulates the fact that one is being monitored but it is no different than current facial recognition, geo-data-tracking and finger scans that are already embedded in our everyday devices which we now take for granted. Nonetheless, it is vital to discuss these challenges which you can read more about here.
Alrighty! Enough of the boring stuff. Let us have a look at the many specific use cases that can be designed with attention tracking running on iOS-devices. If you can not find the use case you want to explore feel free to Get in contact to establish clarity whether or not it could be a viable solution. Be aware of the fact that some use cases are a constant WIP as new customers constantly challenge our own assumptions.