Two of the things that I love about eye tracking are:

• Actionable results
• Intuitive and easy to understand reporting

The eye tracking on this piece of research was done using a head mounted eye tracker by Locarna. This type of eyetracker is particularly useful for shopper research or as we will see, other real World situations such as user testing games that have novel or complex interfaces and peripherals.

One of the most successful areas for growth in the last decade has been the games industry; it grossed $11.7 billion in the US alone in 2008 which, surprisingly for some, is more than the film industry. Continue reading →