Why digital agencies use eye tracking for UX testing

Eye tracking helps find answers to questions surrounding usability and design which can be tricky to get via other means. This method of accurately recording and measuring someone’s gaze can reveal what test participants don’t say, alerting you to moments of confusion, features that are misinterpreted, designs that go unnoticed, and things that function perfectly. We asked the UX team at a global digital agency why they use Tobii Pro eye tracking, and this was their response.