Although ethnographic studies and contextual inquiries can provide excellent, firsthand insights into a person’s experiences with a product or within an environment, eye tracking technology unlocks an extra layer of data that is otherwise unavailable. What is a participant noticing one second to the next? What are they overlooking? What is distracting them from their task?
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Eye tracking research helped answer those questions for an experience that is otherwise challenging to directly observe: a patient using an app to navigate a large hospital campus. The...
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