We are attention technologists who use eye tracking and other behavioural research techniques to understand what really drives attention to advertising, point of sale and packaging.
Our proprietary software turns your computer or mobile’s webcam into an accurate and stable eye tracking camera. This means we can conduct insightful attention studies at scale and speed anywhere i the world, and amongst any audience.
We believe that ads (and packs!) always have to stand out from the crowd. We have pioneered the use of ‘in context’ testing for everything from print, TV and digital media, and innovative solutions in testing OOH and POS using Hollywood-style video special effects technology.
We combine our eye tracking technology with facial coding and implicit response time techniques to produce rich and robust recommendations that lead to confident decision-making and increased sales.
Our dedicated team of attention consultants and data scientists have tested hundreds of thousands of ads, POS pieces and packs. This experience ensures that we can go beyond attention data to give helpful and actionable advice on how to optimise your communications and drive your business objectives.
We work directly with client insight teams for advertisers, publishers and retailers, but also work in partnership with research agencies, licencing our technology or working in deeper collaborative partnerships.
Our tools include:
Digital / Social media ad optimisation
TV ad pre-testing and tracking
OOH ad testing, using Hollywood-style special effects to serve ads in context
POS material testing, again, using Hollywood-style visual effects to create an affordable and scalable ‘in context’ environment
Packaging shelf tests and design pretests
UX and user design
Aitrak is a platform that analyses images for visual salience without the need to conduct eye tracking studies. It uses a proprietary AI model trained with thousands of retail images viewed by people using traditional eye-tracking technology.
It claims to achieve typical accuracy levels of 95%-97% when compared with traditional eye-tracking studies of the same images.
Alpha.One is a neuroscience platform that uses biometrics to analyse and predict consumer response to advertising, design, packaging or other visual stimulus.
Brain activity is monitored using EEG or fMRI scanners; eye tracking is used to determine which visual elements trigger responses; results are then combined with external data sources (sales, store traffic, viewer ratings) to build predictive models.
Attention Insight is a software platform that predicts where users will look while engaging with content.
It helps to identify design problems and provides insights into user attention without collecting fresh data from participants.
Outputs include heatmaps (visual representations of how users’ attention is distributed) and Areas of Interest (the percentage attention that different visual objects receive).
The system is based on deep learning and trained with data from over 20,000 previous eye tracking studies. It claims 84% accuracy of prediction for website designs.
Of the 30,000 new products and $1.7T spent on innovation every year, 95% fail.
Understanding your consumer has never been more important and Element Human makes that possible. Embrace the future of customer insights with our Human AI platform.
Element Human is an easy-to-use customer understanding platform that blends your data with Human AI. Designed for marketers and tailored to your business, Element Human provides fast, reliable and emotional market knowledge.
Working with the BBC, we combined their previous surveying techniques with our emotion detection testing to discover a new group of consumer preferences: guilty pleasures. This resulted in a 67% increase in show performance over the prime-time average and 103% over slot average.
Try it for free. Create your free Element Human account and start testing today!
UXReality is a remote user testing solution for prototypes, live sites and apps.
It works on both mobile and desktop, with features for screen recording, webcam eye-tracking and facial coding, voice recordings and surveys.
Testing can be moderated or unmoderated, with access to testers through a built-in panel.