Interpretation of Eyetracking Data

When we conduct usability tests by using the eyetrakcing system and get eyetracking data, we must consider the following questions.

 

When can we realistrically and safely conclude from web eyetracking data?

 

1. If a person looks at something, can we conclude

    - The person saw it? (Check the possibilities of false memories)

    - The person registered/understood it?

 

2. If a person did not look at something, can we conclude

    - The person did not see it?

    - The person did not register/understand it?

 

3. If a person looks at something, is that positive or negative?

 

4. If a person looks at something for a long time, is that positive or negative?