Eye-tracking as an interface usability research technology to complement less expensive methods has been highly debated among professionals over the years, from Jared Spool’s comments in 2006, to numerous articles by Jakob Nielsen, to more recent results posted by Joe Goldberg and others.

The fact is, eye-tracking tools have evolved in recent years.  Systems such as Tobii now enable researchers to quickly calibrate participants, and no longer require head-stabilizers. And the analysis software now makes it much easier to dissect the data, as it relates to the particular interfaces being tested, the alternative designs being examined, and the ways that research participants self-report their impressions.

With a visual scanpath recorded, the circles indicate locations where the eye dwelled briefly. Larger circles show where the eye spent more time.

Our conclusion is that as a tool, eye-tracking provides additional information that can be useful in a number of cases.  It helps us better understand why certain design alternatives succeed in some situations with participants and fail in others.  This information can be invaluable in diagnosing and improving designs.

Eye-tracking is by no means the only tool or even the primary one in a researcher’s tool chest.  The  multivariate experimental design, error analysis, and task analysis are primary. These tools and methods all combine to help us understand, diagnose,  and interpret user attitudes, intentions, behavior, and performance to maximize the customer experience.

Written with Mary-Anna Rae.