Eye tracking measures unconscious behavior—and provides data that people simply cannot verbalize in other common user research methods, especially TA usability testing protocols. Decades of psychology research show that much human behavior occurs at an unconscious level.
via uxmag.com
Despite Jared Spool’s protests, I think the authors capture what I’ve seen as we’ve done eye tracking studies – namely that you get unique data (e.g., what is seen first) that you simply can’t by asking someone.
{ 1 trackback }
{ 0 comments… add one now }