mercedesP - 8:41 am on Aug 25, 2010 (gmt 0)
While I haven't done a detailed reading (yet), I can't see how they can make comparisons between searcher intentions and their eye-tracking, when the "distribution" of search results elements are soooo diferent according to the query. i.e. for transactional query the first "organic" results are from Google maps. This "block" of results is clearly defined by a blank space element, indented and reinforced by an image .... but this "informational block" is in direct eye-catching competition with top and side adwords results, while the results for the other two query intentions barely show any adwords competing blocks.
So, if on any given intentional search results page, the diverse blocks of elements are not very, very similar how can the results be trusted (or to what degree)?