Summary: Mazda Motor Europe wanted details about how consumers were using its website and whether finding information was easy. A research firm, Syzygy$,$ used an eye$-$tracking device that uses infrared light rays to record what areas of a computer screen a user is looking at$.$ A small sample of subjects was observed with the equipment, which measured each subject$$s gaze, recorded the location on the screen, and graphed the data. The results included three$-$dimensional contour maps highlighting the $$peak$$ areas where most of the computer users$$ attention was directed.

Questions:

What could Mazda learn from eye$-$tracking software that would be difficult to learn from other observational methods?