An eye-tracking is the best way to "micro" analyze the pattern of [you name anything]. At the end, the significance (or ROI) from micro analyzing the "scanning" pattern of how people search for certain information is insiginificant as the time involves in analyzing, creating report, set up a meeting to report out, etc is completely irrelevent to the needs of users. This is where 80/20 rule must be applied. Is an eye-tracking helping us to solve 20% of problems that contribute the success of 80%? I don't think so.
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