This paper investigates how ordinary people use technology as both topic and resource in their natural interactions, away from research. New insight into attitudes and behaviour is achieved by researching how people use technology to manage real-life issues and relationships, e.g., by remarking on the technological taste and know-how of others. Research data of special interest are technology-mediated communications, from web pages to chat rooms. New research methods have emerged to tackle these data: in this paper, a selection of ethno-methods is introduced. The findings concern trust in cyberspace, stability in virtual communities and displays of individual expertise.
This paper will argue that eye tracking has a place in usability research. As part of bringing the consumer into the heart of the website design process, the use of eye tracking technology has now evolved to become a necessary tool to use as part of the web design process, providing web marketers and designers with insights that qualify the effectiveness of a website in its ability to grab the attention of the visitor as they attempt to navigate through its pages.