Strengths And Weaknesses Of Eye Tracking Data

The main strength of eye-tracking data is that most of our eye movements are done through our subconscious mind.  This means that the data we gleam from research based on eye-tracking data is that the data can be REALLY telling about what the person is doing while viewing media – with little variables or personal bias influencing the process.  

                One of the weaknesses of eye tracking is being able to control what type of setting the viewer is in when viewing the content (Djamasbi, Tullis, & Siegel, 2008).  This is important for two reasons, the first being that for the purposes of studying eye behavior being able to control the setting that data is recorded in.  This needs to be more of a control than a variable in the research.  This is similar to the fact that voice layering information can be hampered by the setting of the information being collected.  

The second reason is that eye-tracking data and software can be quickly outpaced by both the places we view data and also the devices on which we view content. This may retard efforts to use eye-tracking as a key neuromarketing tool.

References:

Djamasbi, S., Tullis, T., & Siegel, M. (2008). Generation Y & Web Design: Usability Through Eye Tracking. International Journal of Human-Computer Studies, 68, 307-323.

Harmon-Jones, E., & Beer, J. S. (2009). Methods in social neuroscience. New York: Guilford Press.