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Eye tracking has always seemed very promising. After all, in our profession we spend a lot of our time trying to read users’ minds. One of our most powerful tools—usability testing—consists simply of asking users to think aloud while they use our products so that we can understand where they’re getting confused. I describe it as trying to see the thought balloons forming over users’ heads, especially the balloons that have question marks in them. They’re the ones that tell us what needs fixing.