I think part of the problem with the article is that it frames eye tracking as a tool for drawing sweeping conclusions, when it seems far more appropriate for assessing a specific design and improving performance in a manner similar to split testing (e.g. is this heading getting ignored? What about if it were a little smaller?). Eye tracking isn't relevant to branding issues or suggest solutions, but it can give detailed feedback on a design's ergonomics and help identify problems.
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