EYE-TRACKING

UNDERSTAND ATTENTION

HOW DO PEOPLE'S EYE MOVEMENTS IMPACT THEIR EXPERIENCE

Using Eye-Tracking it is possible to understand what attracts a person’s immediate visual Attention, and why? 

You can understand what is seen, which elements get ignored, and the sequence that different pieces of information are noticed, allowing you to determine how specific elements perform compared to others.

HOW IT WORKS

MEASURE EYE-MOVEMENTS

Infrared cameras directed towards the pupils cause reflections in both the pupil & cornea. These reflections, provide information about the movement & direction of the eyes.

By measuring Eye Movements, Fixations & Dwell Times we can assess attentional processes, compare group behaviour, to interpret how a given experience affects visual responses. Ultimately driving optimisations in Customer Experiences, Product Design & Communications Effectiveness.

Have you designed your experiences with attention in mind?

Gaze Maps

What order did people look at different pieces of information, and for how long?

STILL IMAGE

How did people navigate their visual attention through an experience? What was seen? What was missed?

VIDEO

Content can be missed during dynamic experiences, ensure that your key pieces of information are arranged in a way that generates attention

BEESWARM

Understand how the attention of a group develops over the course of an experience, what trends begin to emerge?

HEATMAP

Visual representations of attention where the distribution gaze points is overlaid onto the visual experience.

HEATMAPS

Where did a population or group focus their attention over the course of an experience?

AREAS OF INTEREST

How much attention did one piece of information receive vs. another?

AOI's

Where do people fixate? And for how long? Do they return to important pieces of information? Are there items competing for attention?

EYE-TRACKING ARTICLES

Case Studies
Ulysses 2.2: ‘the wandering i’

The exhibition titled Ulysses 2.2: ‘the wandering i’ used our Eye-Tracking solutions to produce an audio and visual representation of each visitors individual reading of Joyce’s iconic text.

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Eye-Tracking
All You Need To Know: Eye Tracking

What grabs our attention? How do we react to certain visual imagery? Why is certain imagery more appealing than others? Eye-tracking allows you to understand the reasons behind these actions.

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CHECK OUT OUR OTHER METHODOLOGIES

EEG | Neuromarketing | Future Proof Insights
EEG
Analyse electrical currents within the brain to interpret cognitive processes that indicate preference & mental workload.
Eye-Tracking | Attention | Future Proof Insights
EYE-TRACKING
What attracts attention? What gets ignored? What order are elements perceived? How do elements perform against one another
Electrodermal Activity | Future Proof Insights
GSR
Identify the presence of an emotion and quantify the strength of this emotional response to understand how an experience resonates with a consumer.
Facial Expression Analysis | Future Proof Insights
FACIAL CODING
Measure emotion via facial expressions by testing the impact of any stimulus intended to elicit an emotional response