What Eye Tracking Can’t Do

As I’m finalizing Chapter 2 (whew!), I’m noticing that we are sometimes so focused on explaining to others what eye tracking can do, that we have a hard time verbalizing what it cannot do. I’m specifically referring to the insight generated by eye tracking rather than software or hardware limitations.

So, here is the fill-in-the-blank challenge of the month for you:

The issues that eye tracking data can help explain typically originate in the suboptimal overall interface layout, specific element placement, graphic treatment, affordances, labeling, and messaging. However, eye tracking may not be as useful for explaining issues caused by _____________________.

Can’t wait to hear your ideas.