From the course: UX Insights Weekly

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What is eye tracking?

What is eye tracking?

- [Instructor] Eye tracking usability studies produce some really cool-looking graphics but there's also a lot of misunderstanding about what they're actually useful for. First, the bad news. Eye tracking doesn't give you immediate insight into what your users are thinking or feeling when they use your product. It won't tell you whether people read and understand your content. To answer this, you'd need to run a comprehensions quiz after people have interacted with your app and your usability session. It won't tell you whether people like what they see. How long people look at something doesn't correlate with how much they like it. They may be confused, bored or fascinated. You just don't know. Also, eye tracking doesn't tell you people's intentions. So it won't help you understand whether people will act on what they saw. Of course, combining eye tracking data with regular usability studies and web metrics or…

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