Imagine that you have to conduct a quantitative (N=80) eye-tracking experiment containing 20 stimuli with additional questionnaires presented after the test. There are two ways to achieve it:

The offline way

You’re probably familiar with a Tobii, GP3, or any other hardware eye-tracker, so you know what to do: go to your laboratory (assuming there’s no lockdown at the moment), set up the study, and invite the participants. Here’s the tricky part: before getting to the actual data, you have to spend hours collecting the data, asking the participants to visit you offline, and repeating the same routine for all of them. …


In the world of advertising, one of the most crucial indicators of advertisement success is what emotions it evokes. Of course, it’s important for an ad to be noticeable and to draw consumers’ attention, but (especially for video ads) emotions seem to be the key.

The image below shows the difference in the entertainment level of two(out of 5 which we tested) Heineken advertisements. It’s clear that one of them brings more entertainment to viewers and this pretty clear that this insight can help a lot when planning a campaign.


Photo by Alex Knight on Unsplash

There is more and more talk about replacing traditional eye-tracking by heatmaps generated by AI. In RealEye, we use the computing power of a regular PC/laptop to run AI (Deep neural network) that analyzes images coming from a webcam. The AI detects panelist’s face, pupils and predicts a gaze point. We decided to compare the results received from our technology with AI itself. And we were really surprised!

First, we needed some results to compare to them. We’ve got inspired by two companies: Attention Insights and their study about Covid-19 ads and Feng-GUI examples. …


Regardless if you’re a student, doctor or professor, every researcher values the power of data. The more data is collected, the more valuable are the study results. So there’s no need to explain to you why it’s always good to have additional insights, including ones from eye-tracking.

What is eye-tracking?

It’s a process of measuring where someone was looking (point of gaze) and for how long. It enables tracking the subconscious behavior of your subjects. This great tool is being used by psychologists, neuroscientists, market researchers, graphic designers and many more. …


Would you be able to explain what, for instance, Slack is, in a short sentence so your colleague (or grandma) knows what it is for? Does Slack explain it well on their website? Let’s take a look.

Having a business usually means creating a website about it, especially when you’re in a “Software as a Service” (SaaS) model. Your page should grab users’ attention, explain the main purpose and seem trustworthy.

Of course, your own page would almost always seem to meet these requirements FOR YOU, but would it for other visitors?

How about Slack then.

We’ve analyzed 3 websites offering communication tool for teams: commonly known Slack and as alternatives: Happeo and Bitrix24. Every page was tested by 50 people. We supposed that Slack…


Measuring your Design Performance

Photo by Analise Benevides on Unsplash

Let me tell you the story of a UI designer who does his job well but he just can’t simply back his work with any reasonable data. He wants to know if his designs are performing well but every time he produces something new — he needs to wait for full product (website, ad campaign) release.

This is one of the reasons why big corporations use eye-tracking while design process. You probably heard about it before but thought setting it up must be a nightmare. And you’re right! …


Billboards Are a $33.5 Billion a Year Industry

Although digital marketing is all the rage these days, offline marketing and traditional advertising media are still forces to be reckoned with.

Photo by Joshua Earle on Unsplash

According to Mikhael Marchenko, CEO and co-founder of StickerRide, “The Out-Of-Home (OOH) advertising market in the United States is $7.3 billion and growing.” He goes on to state that, “consumers have multiple encounters with OOH advertising every day, so for brands it is important to target in order to receive nationwide coverage and to increase brand awareness.”

Billboards are still one of the most common traditional methods to advertise a product or service.

Billboards have only been around…


Every website has a purpose - to advertise, introduce or encourage people to purchase a product or service. To achieve these goals a website has to be eye-catching and clear to visitors.

But how a web designer can be sure, that design is catchy and clear to everyone?

The answer to this question can be an eye-tracking. UBER has significantly improved its website in the last year.

Let’s see what we can learn from it.

First of all, eye-tracking is an eye movement measuring method. It used to be expensive and requiring experience, but using RealEye.io platform this analysis can be done by anyone in less than a day and for the friction of costs.

All…


What you see is important. It affects what you learn, what you do, and what you buy. You look before you click. You can never gain enough data and insights about your audience. Every interaction with your content is important, even a look. Each input matters, it could be indicative of the wider masses.

Have you ever wondered how useful it would be to see your items through the eyes of your customers?

With eye-tracking software, you have the ability to track your user’s eye movements. You will see exactly what they see when they are interacting with your content or items.

This is why we created RealEye.

When you combine this data with heatmap analytics, you have some powerful technology. This technology can be used to track the unconscious behavior of your users.

So how can eye tracking help you when designing your content?

When you use an eye-tracking software such as RealEye, you can uncover where a person looked first. You can find out what the most interesting part of the screen for the user is. …


Do you want to see what your users see? Eye-tracking solutions sound really tempting but unfortunately laboratory tests cost thousands of dollars and require special hardware tied to labs. On top of that, you need a specialist who will take care of your studies…

Have you ever wondered how awesome it would be to see exactly what your users see and not spend a fortune on that?

You may say I’m a dreamer. But I’m not the only one.

Adam Cellary

I love to engage in interesting and forward-looking projects. I am a mixture of scrum master interested in startups with strong technical knowledge

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