Eye tracking has recently been debated on many fronts, with a particular focus on the ways people misuse it, and how some use eye tracking only as a way to “wow” clients. In our experience, however, it’s invaluable in bringing to light key findings that are otherwise unattainable through other user testing methods. Eye tracking offers UX people the ability to:
- Leave a participant alone during a test to focus on the task at hand, and therefore
- Capture real physiological data about their conscious and unconscious experiences. This data is unique to eye tracking.
We’re very excited to have our first post on UX Magazine!
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