- "It gathers detailed techinical information on exactly where and for how long participants are looking-and not looking-when using an interface or interacting with products."
- One example use is eBasy using it to understand where ads could be most effective and useful. The results are often visualized as heat map (areas where users looked the most are colored red) and scanning patterns (shows the trail of attention). 

University of Michigan - Ann Arbor

Hanington, Bruce M. Universal Methods Of Design: 100 Ways To Research Complex Problems, Develop Innovative Ideas, And Design Effective Solutions. Beverly, MA : Rockport Publishers, 2012. Print.