I like that it's easy to use for both tech-savvy users as well as non technical people who are not familiar with computer programs or software. The interface can be confusing at first but once you get used to how everything works, it becomes very intuitive. It has helped us understand what our customers want before we even begin designing and developing new products. We have been able to see exactly where in their eyes they look when viewing certain websites so we know which areas of the website need improvement.