Eyetracking for research purposes is still in its toddler phase. We are getting great data, but are learning how to interpret it.
Until now eye tracking was mostly done via a computer screen with a built in eye tracking device at its base. This worked very well, but it required the participant to sit [...]

Eye tracking is just one of many new passive, observational research tools. My firm, StrategyOne, has experimented quite a bit with this technology and uncovered exceptionally useful insights for clients working to improve their advertising effectiveness.
I am very bullish on this technology, but we have a long way to go until we have a [...]