Always enjoyed Peter Walla’s work, really opens the mind up to how cross-disciplinary approaches can bring interesting applications. Brilliant man, brilliant work:

http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0026782#pone-0026782-g004

http://www.researchgate.net/publication/253238905_Broadening_the_range_of_applications_of_eye-tracking_in_business_research/file/3deec51f725b213209.pdf

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4033014/