A Bellevue company that creates touch screens says it’s created a new tool that tracks consumers’ faces as they look at interactive displays. According to a news release from Intava, “a small camera mounted on a digital display follows a customer’s eyes and examines the characteristics of the face to determine if the shopper looked at the screen and for how long.”

In an interview with a writer for a Web site called storefrontbacktalk.com, the company’s CEO says the new technology could also be used to analyze how consumers interact with products on store shelves.