In the context of launch management, eyeball control refers to:

starting with a satisfied customer and working back from that satisfaction to determine the hierarchy of effects necessary to produce it$.$

externally validating the performance metrics that are used to evaluate a firm's new products process.

capturing the events leading up to the product launch and then trying to understand the thinking behind the actions taken.

moving around the market to find if problems are coming about, and then planning what will be done if they are.