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
VIDEO
BEESWARM
HEATMAP
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
EYE-TRACKING ARTICLES

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.

Do Quality Marks Actually Get Our Attention?
How do Quality Marks perform from an attention perspective across Packaging, Digital Content & Television Advertisements?

AIG Creative Testing Case Study
A TV Spot was produced for the campaign and a post-production research study was executed to carry out an evaluation of the creative.

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.