More than Just Eye Candy

Abstract:

Eye tracking is no longer a novel addition to the user experience (UX) research toolbox, used by only a few specialists. As more UX professionals incorporate eye tracking into their studies, many misconceptions are being created and perpetuated. These false beliefs and questionable practices have given eye tracking an undeserved bad reputation. It is time to start the process of change. This article describes common misconceptions about eye tracking in the UX field and attempts to clarify its proper application.