How to Use Eye-Tracking to Improve User Experience

I see a lot of novices and people who haven't done a lot of testing actually just using the tool and drawing conclusions from it. I think there's a big responsibility here that partly you and partly us who need to educate people around well what is this tool really giving you and how should you use it. So we are going to invest in this area. It's not an easy task for us but it's crucial and important otherwise it's a hit or miss.