In the neuroscience and neuromarketing world, there was an increasing demand for measuring people’s attention level when they are being exposed to certain stimuli, i.e., to an advertisement. Attention is a cognitive process that tells us about somebody’s concentration and ability to actively process specific information. …

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…

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.

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…

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…

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…

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. …

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. 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…

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. …