Augmenting Customer Journey Maps with quantitative empirical data: a   case on EEG and eye tracking
  This paper introduces the use of electroencephalography (EEG) and eye tracking in exploring customer experiences in service design. These tools are expected to allow designers to generate customer journeys from empirical data leading to new visualization methods and therefore improvements in service design deliverables. 
Rui Alves, Veranika Lim, Evangelos Niforatos, Monchu Chen, Evangelos   Karapanos and Nuno Jardim Nunes
cs.HC