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"[With eyetracking] we can see that a user may navigate the page of an interface that houses the info she wants," she said, "but if the text is poorly presented, or the navigation is cluttered, or there are too many superfluous images so she cannot easily find what she needs. This is a lost opportunity.

Users do not like to be visually distracted when filling in forms. They often want to get it done as quickly as possible. Therefore it is vital to design a clear and tidy form. Users do not mind filling in a rather long form with easy to understand and neat design than a short, visually cluttered and complicated form.

The neuromarketing takeaway is simple: a face in your ad will attract attention, but be sure the face is looking at what you want the viewer to see!

The neuromarketing takeaway is simple: a face in your ad will attract attention, but be sure the face is looking at what you want the viewer to see!

. Our User Experience Research team has found that people evaluate the search results page so quickly that they make most of their decisions unconsciously. To help us get some insight into this split-second decision-making process, we use eye-tracking equipment in our usability labs. This lets us see how our study participants scan the search results page, and is the next best thing to actually being able to read their minds.

Did you know that the images of faces that capture people's attention can be used to guide people around a website or an ad? I thought it was obvious! However, when I was at ad:tech Sydney 09 last week I mentioned it to people, and they were amazed! I realised it was worth posting about it!

User Centric, Inc., a user research firm based in Chicago, offers a glimpse into the battle between the newly launched Microsoft's Bing and the powerful incumbent, Google. Eye tracking technology was used to capture 21 participants' eye movements as they completed two informational (e.g., "Learn about eating healthy") and two transactional (e.g., "Book a last minute vacation") search tasks in each engine.

Even when you ignore environmental stimuli, your brain may still be sensitive to their content and store information that will influence subsequent decisions,

We believe that this circuitry has been co-opted through evolution, enabling the brain to exploit the same circuitry to adjust its sensitivity endogenously," says Reynolds. "It doesn't just adjust sensitivity in response to changes in input strength, it also enables the brain to emphasize task-relevant information and suppress neuronal signals driven by task-irrelevant clutter.

when designing eye tracking research be careful what task you give to the participants, and when drawing conclusions from eye tracking outputs be aware of the task given. It is not easy to control your eyes, but it is actually fairly easy to control what people look at during an eye tracking exercise simply by giving particular tasks. That said, you need to be careful that the outputs are not a result of inappropriate tasks.

What should marketers take away from this research? For one, marketers should be very suspicious of market research that claims to uncover the "why" behind a decision, such as "Why did you buy that Budweiser?" This isn't big news, but the research underscores why it might be difficult or impossible for a consumer to explain the thought process behind a purchase (since most of that process occurred subconsciously).

eyetracking can solve the problem of asking the conscious why because we can derive it looking at perception.

When we look at a scene in front of us, we need to focus on the important items and be able to ignore distracting elements. Studies have suggested that inhibition of return (in which our attention is less likely to return to objects we've already viewed) helps make visual search more efficient - when searching a scene to find an object, we have a bias toward inspecting new regions of a scene, and we avoid looking for the object in already searched areas