When I first saw the clip below, my first thought was how useful this would be to see if how effective your visual storytelling is, to asses composition and to study how an audience views a sequence. My second thought was how all the marketing folk will use it to asses if an audience is staring at their hamburger/cereal box/car long enough.
And my third thought was how incredible Paul Thomas Anderson's has 'blocked' this scene! The way the camera leads you to reveal the other characters and open up the dialgogue between those characters.
Either way this is pretty bloody fascinating!
'This is an excerpt from There Will Be Blood (Paul Thomas Anderson, 2007). 11 adult viewers were shown the video and their eye movements recorded using an Eyelink 1000 (SR Research) infra-red camera-based eyetracker. Each dot represents the center of one viewer's gaze. The size of each dot represents the length of time they have held fixation.'
More info and research examples from TheDIEMProject here.
Thanks John Brawley!