An exciting new piece of equipment is are Tobii eye-tracking glasses which enable accurate, low-cost, mobile eye tracking studies in environments such as, for example, real-world shopping. Using these researchers can measure actual consumer responses during, say, a shopping run.
Focus can now be places on points of purchase where decisions are made. This of course is accompanied with the appropriate software for analysing this data and presenting it to audiences, academic or otherwise.
While I do not conduct research in shopping behaviour, it would be fascinating to see this equipment used in navigational experiments to collect information on decision-making. Moreover, new devices such as the iPad could also be eye-tracked using the Mobii glasses which creates further possibilities. Evidence of this exist on YouTube (see video above) plus also for other "mobile" conditions such as driving etc.
http://www.tobii.com/market_research_usability/products_services/eye_tracking_hardware/tobii_glasses_eye_tracker.aspx
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