Behavioral analysis: Eye Tracking

Eye Tracking is an advanced quantitative methodology that uses specialized technology to measure and record users' eye movements while they interact with interfaces, allowing analysis of visual attention patterns, scanning paths, and fixation times. This technique provides objective data about which elements capture attention, in what order they are perceived, and which are ignored, revealing discrepancies between what users say they do and what they actually do. Research demonstrates its value for optimizing layouts and visual hierarchy (Nielsen Norman Group). It requires specialized equipment and is ideal for validating critical visual design decisions.