Eye tracking can be a terribly useful and important tool. Still, this tweet by Jared Spool struck a chord. It also reminds me of some research I was involved in once. I won’t say which one.
The true superpower of eye tracking usability studies is the researcher can tell any story they want w/the resulting data. #VoodooResearch
— Jared Spool (@jmspool) March 5, 2012