Private and public : eye movement and eye tracking in marketing

There has been an exponential growth in eye research and concomitant use of eye-tracking methodologies in the last decade. Improvements in eye-tracking technologies, enhancements in the sophistication of eye-tracking data analysis software and the development of smaller, more portable and mobile eye trackers has immeasurably increased the range and volume of applications. Komorgortsev (2011), using Google Scholar, has demonstrated that eye-tracking-based research publications had reached over 2000 articles and papers in 2011.