Eye tracking provides compelling objective data that reveals user behavior behind usability problems. UX and HCI researchers use eye tracking to evaluate and optimize interfaces and the user experience.
Eye tracking is a unique method to objectively measure consumers' attention and spontaneous responses to marketing messages. These insights help marketers to effectively design communication to catch the shopper's eye.
Eye tracking is used in studies to examine education and learning processes. In addition, classrooms and labs are being equipped with this technology in order to teach tomorrow's workforce how to employ eye tracking in different fields.