Are eye tracking tools effective for user tests?

Since eye tracking devices don't depend on participant reports or memory, and all data is collected automatically, it makes eye trackers incredibly useful when researching a user's visual behavior.

1. Is eye-tracking effective?
2. What is the biggest disadvantage of the eye-tracking technique?
3. Why is eye-tracking a useful technique?
4. What is eye-tracking in user research?

Is eye-tracking effective?

Eye tracking is an effective means of seeing through the lens of your customers. But, as powerful as it is, eye trackers alone are unlikely to give you a complete insight into the content that really sticks in the users' mind.

What is the biggest disadvantage of the eye-tracking technique?

One of the main disadvantages of eye-tracking technology is not all eyes can be tracked (Table 1). Contact lenses, glasses, and pupil color can all impact the eye-tracking camera's ability to record eye movements (Tobii 2014).

Why is eye-tracking a useful technique?

Eye-tracking technology helps observe and measure eye movements, pupil dilation, point of gaze, and blinking to see where subjects of a study focus their visual attention, what they engage with, and what they ignore.

What is eye-tracking in user research?

Eye tracking is, simply, the observation and recording of eye behaviour such as pupil dilation and movement. It has applications in many areas, including psychological research and packaging design, but with regards to screen-based media, it's primarily used by researchers to identify where users are looking.