Peripheral vision obviously helped. For instance, a lover of old automobiles was not attracted to an ad featuring a picture of an antique car. Our recent tests showed us that eye tracking does some things well and others not at all. Eye trackers bounce infrared light off a user s eyes and follow the reflections to determine where the eyes are looking. They make it easy to collect specific data on user behavior, but interpreting the data can be an issue.
Eye Trackers Can Tell whether users are even looking at the screen.
Without an eye tracker, it s difficult to determine exactly where users are looking. But with the eye tracker, observers can tell whether users are looking at anything while they re waiting for a web page to load. Tell whether users are reading or scanning. It s easy to differentiate reading a user s orderly fixation on word clusters from scanning for particular words or phrases. Learn the relative intensity of a user s attention to various parts of a web page.