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Presentations

The Role of Eye Tracking in User Experience Research

The Role of Eye Tracking in User Experience Research by Gavin Lew, User Centric
Webinar presented on behalf of the Human Factors and Ergonomics Society (HFES)

Cases

Eye Tracking Bing vs. Google: A First Look

Bing vs Google Heatmaps
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.

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