Sometimes they might look down to the side, and you get some interesting data and you ask questions about that, like well, why are they looking down to the side? Is that a good thing or a bad thing? Do we want to change it? The only way to get at the "why" is to do smaller-scale studies, and really have one-on-one sessions with users where you can have them walk through the tasks and actually talk about why they're thinking the way they are..
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