while this is a little media/news centric, there is some interesting data for advertising and site design in general...
1. What equipment did you use?
The eyetracker used was a Tobii Technologies model ET-17. To the user, the device looks like a standard 17-inch monitor and keyboard. The only difference is a small video camera positioned at the bottom of the monitor. The test subject is not required to wear headgear of any kind, and there are no other hardware components to cause distraction. The monitor and keyboard are black.
The Tobii ET-17 eyetracker
Tobii stationary video camera
According to the company, the device will tolerate fairly large and fast head movements. This is achieved without use of moving cameras. The device is calibrated for each test subject, but once set there's no need to recalibrate -- even in the event of a break to get a cup of coffee. Tracking is resumed instantly. (This is a major improvement over eyetracking procedures that require headgear or sensors.)
IMHO, this is very, very useful info.