Eye tracking has been around for many years and has been a great tool for UX researchers. With technology getting better with the quality of equipment, improved accuracy and most importantly affordability; UX researchers are starting to implement this type of testing more and more. Eye tracking is great to see where the users are looking and gazing at, however, do not rely on the pure data alone. It is crucial that at the end of your usability test session to review the information with your participant and ask post-task questions to get more in-depth qualitative data. This will help you pinpoint areas to focus upon as opportunities and also to ignore areas that the user may be glazing around the page. You may also find areas where the user was maybe struggling to locate the information or action needed even though it could be staring them in the face, known as the ketchup bottle effect, and completely miss on what they are looking for. Finding the data patterns great in the eye tracking study, however putting that in context with the user’s actual feedback will help you determine the necessary changes that are needed
