It seems to be old fashioned image processing using expert created feature extractors and such.

https://web.archive.org/web/20180604223618/http://solutions....

Validation data is eye tracking

http://multimedia.3m.com/mws/media/1006827O/3msm-visual-atte...

My guess is a CNN trained to produce a mask that matches the output of some eye tracker on a specifically solicited task. As another poster observed, strapping someone in and asking them to "act natural" probably introduces some unwanted bias.