Attention Tool - Eye Tracking / Reading Metrics / Emotion Metrics

Welcome

Data Collection

Analysis

Presentation

Welcome!

Select the menu items to explore the features and possibilites available with our integrated Attention Tool Platform or contact us for additional information.

What is new?

Attention Tool 3.2

Is it for me?

Media Research

Research Benefits

Licensing

Testimonials

Data Collection

Attention Tool® Data Collection Platform focus on ease-of-use management of high volume testing assuring high quality data.

Platforms

Study Management

Production Management

Quality Management

Analysis

Eye tracking metrics to evaluate the visual perception of all type of communication media from the initial sub-conscious emotional stage towards the cognitive attention and engagement.

Eye Tracking Metrics

Spotlight & Heatmaps

Highlight

Gaze Replay

Bee Swarm & Rubber Bands

Reading Metrics

Reading Meter

Reading Intensity Maps

Emotion Metrics

Emotional Activation

Emotional Comparative Matrix

Presentation

Export individual results as image or movie files to create full customizable reports from any analysis.

Reports

Report Editor

Result Export

- We offer different licensing packages that can be tailored for your organizations needs

Order Now!

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It does - and much more.

Did you know that Attention Tool is running in more than 16 different countries?

Did you know that Attention Tool supports both SMI™ and TOBII™ Eye Trackers?

Did you know that Attention Tool is Windows 7 compliant?

Did you know that Attention Tool supports multiple stimuli types in the same study?

Did you know that Attention Tool allow respondents to be in control of exposure stimuli time using mouse or keyboard?

Did you know that Attention Tool supports test plans for fast study setup and any number of background variables?

Did you know that Attention Tool enable large volume data collection across many sites?

Did you know that Attention Tool allow the operator to evaluate calibration quality in real-time?

Did you know that Attention Tool provides you with immediate statistical feedback on data quality?

Did you know that Attention Tool supports library backup or export and import of individual studies?

Did you know that Attention Tool automatically synchronize changes across collected data and segmentations?

Did you know that Attention Tool features light and emotion base calibration?

Did you know that Attention Tool guide the operator to take necessary actions to get optimal calibration?

Did you know that Attention Tool provides Eye Tracking, Reading and Emotion Metrics?

Did you know that Attention Tool can detect reading patterns in a text block?

Did you know that Attention Tool can measure the intensity of the sub-concious emotional impact of stimulus?

Did you know that Attention Tool supports webcam to record and monitor the respondent during data collection?

Did you know that Attention Tool provides numerical and text output for statistical analysis of all metrics?

Did you know that Attention Tool provides drop out time statistics for respondent exposure controlled stimulus?

Did you know that Attention Tool normalize all metrics to enable benchmarking of your analysis?

Did you know that Attention Tool can be used to create and export analysis reports into standard document formats?

Did you know that many leading brands conduct cross country eye tracking studies on the Attention Tool platform?

Did you know that many leading global FMCG’s use Attention Tool to pretest their packages in the R&D phase?

Report Editor

Reports based on your analysis are easily created with just a few mouse clicks. The integrated editor makes sure you can shuffle pages, add comments, remove or make any addition to the report contents.

One analysis - many reports

For every analysis you create, one or many reports can be added. This allows you to work in both an iterative and compatitive way, until deriving your final result. At any time, a report can be exported into standard document formats. Because reports are integrated and maintained within Attention Tool's library view, you are never in doubt where to look when they are needed.

Templates for extended or compatct reports included, covering all or a subset of your results

Add or remove any analysis results from your report to suit your needs

Export to PDF, Power Point or Word documents directly from Attention Tool

User friendly editor for an integrated experience

Result Export

Exporting individual results from your analysis, without the need to create a full report, is accessible directly from each analysis / result editor. Exports are then available as images or videos, ready to be send or incorporated into any presentation.

What you see - is what you export

An export option are available for every result type, in the same context as customization and working with a result. This enables you to easily make a snapshot for review or to include in your final report.

All result types supported for individual export

Export supported both for still and dynamic stimuli

Detailed information available in Excel based format for Gaze and Emotion based metrics

Quality Management

The philosophy is to assure that the operator gets the best data without worrying about loosing important findings because of poor data quality.

Calibration Control

With the build in Eye Finder and calibration validation it is easy to conduct a professional eye tracking study minutes after the introduction to the software. Attention Tool evaluates the calibration quality in real-time and guide the operator to take the necessary action to get the best calibration.

Live feedback when calibrating your respondent directly monitored from the operators workspace

Calibration results are quantified into one result parameter - no complex interpretation needed

Seamless experience for the respondent through a reliable and repeatable process for the data collector

Data Quality Feedback

Advanced data collection statistics in order to support the moderator during data collection by getting immediate feedback on data quality via validity feedback from the eye tracking platform.

Feedback available at study level during and directly after respondent has been tested – no analysis needed

Average data quality of all exposures providing overall respondent performance

Filter according to a data quality threshold for a complete overview of what stimulus gaze data was sufficient or not

Outlier Detection

Sophisticated system to assure High Quality Data collection via four step controlled process: Eye Finder, Gaze Calibration, Light & Emotion Base Calibration and Inter Slides.

Positioning a respondent to the data quality summary all integrated within the four step workflow

Interslides to calibrate light reflexes to establish an emotional baseline

Data benchmarking across studies enabled through the standardized process

Production Management

Production Management's data collection platform is build for volume testing. On top of that is a production system optimized for fast and efficient data collection.

Study Sharing

Attention Tool makes it easy to share studies for multi location testing. With Study Sharing, you can browse your eye tracking network, share what you want to collect data for, and continuously add/merge the data collected on any of the computers to your own library. Demographical advantages of the sites can also be utilized – without the physical presence of a moderator to import and setup the study on location.

As an operator you also have an overview on all sites to monitor credit balance, connected eye tracking hardware and availability. Most importantly the network option enables sharing of studies to and from any of your sites - allows for optimized usage of your eye tracking resources:

Setup a study in one location and share over network to your other Attention Tool installations

Real-time tracking of data collectors progress and monitoring of respondent data quality

No need for manual import and export of studies as everything is handled by Attention Tool automatically

Test Plan Integration

Using a test plan to setup your study enables full control of your respondent criteria and test execution. Stimuli sequencing can be setup uniquely for each respondent – or group of respondents. Using custom attributes for respondents, you can enable advanced segmentation based on those criteria.

Use Excel to build your test plan – tutorial template is included with the application

Assign unique stimuli order for respondents or any custom segmentation attributes

Setup your data collection distribution plan for study sharing

Re-use test plans on several Attention Tool installations

Study Migration

Study Migration can be utilized both as a tool to setup your study on your office machine – but collect on the machine located in your lab – or to enable large volume data collection across a global company in combination with Study Sharing.

Load or save individual studies – from your library – enabling you to move studies between Attention Tool installations

Merge supported through load functionality – Set up and save a study on one Attention Tool installation, load study on any number of installations and then merge the collected results into one study

Restore or Backup your library – an efficient way to switch between entire library contexts or archive for future use

Study Management

The core element in the study management is ease-of-use. Straight forward interfaces utilizing many different test scenarios.

Freedom to choose

Attention Tool supports the two world leading eye tracker manufacturers representing 90% of all eye tracking systems in the World. It is possible to do standard screen size or large format testing using any of the following trackers:

Tobii T60 & T120

Tobii X50 & X120

Tobii T60XL

SMI RED

Full Stimuli and Respondent Control

Control the test down to the smallest detail without loosing the overview, by using the advanced stimuli sequence and respondent management features. Test on several media types without worrying about stability and robustness of the study.

These options enables a range of study types from interest based exposure to fast track testing:

Instruction/dummy stimuli support

Use both dynamic and still content based stimuli in the same study

Fixed or random position configuration for each stimulus in the stimuli sequence

Manual Slide Change enables the respondent to manually change stimuli during the slide show

Exposure time can be set as low as 1 second

Advanced Segmentation

Isolate and analyze subsets of your data with the fast and interactive segment builder. Use the build-in test plan study to segment on as many variables as desired. The segments automatically updates as you add more respondents to your study.

From small to large, diverse sets of respondent data, segmentation has never been easier:

Fast and intuitive segmentation on common critera such as gender, age or group

Option to manually include or exclude single or set of respondents

Create any number of segmentations from a set of collected data

Use Excel to build custom test plans for advanced segmentation on multiple attributes

Attention Tool 3.2 released

What is it?

Attention Tool® is a high-end customizable & scalable eye tracking software for Market Research.

Attention Tool is the most advanced eye tracking software in the industry. It delivers a ground breaking and customizable combination of metrics (Eye Tracking, Reading and Emotion) to evaluate visual communication media from the initial sub-conscious emotional stage towards the cognitive attention & engagement.

Who is it for?

For Market Research, Media, Advertisement, Branding and Design agencies as well as internal R&D, MKT, CMK departments of FMCG organizations.

Why use it?

To gain a new level of consumer insights to know how your customers perceive, behave and interact with your visual communication, products, interfaces, advertisement etc. to measure and increase your ROI.

Research Benefits

	Eye Tracking	Reading Metrics	Emotion Metrics
Question Answered	Does the elements and messages get awareness in the brand, product or campaign communcation? Does the concept catch the attention.	Does the text messages get perceived in the brand, product or campaign communication? Does the concept catch the attention.	Does the consumer engage emotionally with the brand, product or campaign communcation? Does the concept catch the attention.
Visual Processing Stage	Cognitive, conscious aware of the elements in the concept.	Higher cognitive - reading.	Pre-attentive, Pre-cognitive, Mostly Sub-conscious.
Why?	If there is no visual attention - there is less chance that the brand, product or campaign will create awareness and be found in e.g. a shelf, newspaper, webpage or 30 sec advertisement.	If the consumer is not reading the text - there will be little chance that it will be comprehended and interpreted.	If there is no emotional engagement then the brand, product and campaign will create less visual attention, have lower impact on memory and be suppressed in a decision making process.
Keywords	Gazed, glanced, noticed, looked at, overlooked, aware of.	Read, skimmed, read-ability, comprehended, understood.	Trustworthy, engaging, confidence, relations, appeal, stop-effect, attention driver.

Media Research

	Packaging	Print Ads	Web	Magazines	Retail	Outdoor	TV/Cinema
Eye Tracking
Reading Metrics
Emotion Metrics
	Any Packaging	Magazines Brochures Filters	Web Pages Banners	Magazines Newspapers Recipes	Shelves Displays Counters POS	Billboards Busses	Trailers TV Commercials Presentations Games

Testimonials

	“We are excited about testing with Attention Tool® on behalf of all our European markets. The tests that we have carried out so far have generated great insight and value to us. In order to optimize our decision processes we are testing the use of Attention Tool® in the entire product cycle - from start of the packaging design to the end of shelf placement.” Allan Sørensen, Commercial Development, Cadbury, Denmark

	“In our constant effort of making a difference in our clients’ performance and maximizing their investments in the market, we always look at how new technologies and methods can help us. We have discovered, that iMotions' Attention Tool®, when combined with existing research methods, is a very strong tool that can predict performance of a given product in the market. Working with one of the world’s largest providers of greeting cards, we have been able to predict actual sales performance (+/-10%) in 16 out of 19 cases using a combination of metrics from the Attention Tool® and cognitive attributes. Being able to measure the Emotional Response in an easy and affordable way is therefore an important development for the Consumer Insight Research industry.” Dhruba Gupta - Managing Director and Principal, DBM Consultants, Australia

	“What people see and what they say are not always the same. At our company, understanding consumer behavior is critical to improve consumers’ lives and central to our business success. Eye tracking is an increasingly important tool in our toolbox. iMotions Attention Tool® is facilitating eye tracking research and helping us to more efficiently meet our objectives. iMotions has produced a highly intuitive and flexible product that facilitates experimental design and reporting. Their highly skilled software team is reactive to customer needs and continually innovating in this space.” Quote source will remain confidential.

	“iMotions has a powerful and compelling technology that builds on the eye tracking that we already apply. Results from the Attention Tool® can really help indicate the most effective imagery and is therefore valuable for advertising, packaging and allied sectors. Furthermore, it has helped my company to enhance our consultancy service offering for existing clients and for new business sectors.” Chris Rourke, Managing Director, User Vision, UK

	“With the Study Sharing functionality and our 12 US mall-recruitment Attention Tool® data collection sites, we are now able to provide eye tracking data and metrics to our clients from across the US with a turnaround time of not weeks but hours.” Paul Cunningham, President, CRG Global Inc., USA

	Attention Tool®'s tracking and arousal measurement provides brands with accurate benchmarks for graphic communication and pack & label portfolio to assure success at the point of sale. This leading edge tool provides brands with information to assure a stronger emotional bond with consumers, that translates into a competitive advantage in a aggressive marketplace." Arleen Holden, Partner, Consumer-Eye Research, Mexico

	"iMotions makes Eye Tracking faster, cheaper and at the same time more accurate. In this way hightech eye tracking now is truly affordable for any customer. There is just no reason not to do it any more." Joerg Bauer, Research Manager/Consultant, Psyma Research+Consulting, Germany

	“We have a great deal of experience within advertising, but we can’t always follow our gut feeling. Purchase intent is based on emotions and for us it is crucial to communicate through the consumer’s eye. And Attention Tool® gives us just that! Attention Tool® is a key player in eliminating any uncertainty and is also a valuable tool during the ad creation process because we can easily pre-test the ads. Based on the results we can maximize the target message by moving for example the logo, picture, price, and discount. Attention Tool® is a great asset for us as well as our clients.” Carsten Skakkebæk, Director, Recommended, Denmark

Licensing

We offer different licensing packages that can be tailored for your organizations needs.

PURCHASE MODEL

- One time purchase of the License + concurrent support & upgrades annual fee

- Recommended if you want to get started with a full eye tracking solution

Contact us for more info

... new to eyetracking?

SUBSCRIPTION MODEL

- Concurrent License monthly fee subscription (support & upgrades included)

- Recommended if you already own an eye tracker and want to try out Attention Tool without a lot of up front commitment
Contact us for more info

... already own an eyetracker?

Bee Swarm & Rubber Bands

Bee Swarm provides a dynamic visualization of a group of respondents gaze for the duration of the stimulus exposure. Color coded dots representing gender are used to mark the center of individual respondents gaze points – while an outline marks areas of the stimuli that attracted a certain percentage of the recorded respondents attention.

One bee makes no swarm

Visualising results for an aggregated group of respondents gaze, range from gaze plots to rubber bands and heatmaps - or spotlight attention mapping. The broad selection of options, ensures a comfort level to get the most out of your respondent data. These settings can be changed on-the-fly, without the need of any changes to your study settings or parameters.

Area of interest outlines – colour coded depending on how much attention the region has attracted

High interest areas have attracted more than 75% of the respondents

Medium interest areas have attracted between 50 and 75% of the respondents

Low interest areas have attracted between 25 and 50% of the respondents

Spotlight & Heatmaps

Spotlight shows the distribution of attention either as a traditional heatmap or as a transparent layer super imposed on the stimuli. In the later case, areas which have attracted most attention will be more transparent than those which have attracted less attention – the underlying image will be more visible in areas receiving highest attention.

Interactive stickies

Attention areas are automatically assigned stickies, ordered on hit (or fixation) time priority, providing the statistics needed for each area. These stickies can be customized to your needs and dragged to any desired position on the stimulus.

Hit time – Average time when the respondents discovered the attention point for the first time

First Fixation – Alternative to Hit Time where Fixation time is an average of each respondents first fixation in the area

Time spend – Average time spend in an attention point out of the total exposure time

Ratio – Number of respondents who had at least one glance in the attention point

Revisitors – Number of respondents who revisited an attention point out of those who had at least one visit

Revisits – How many times respondents revisited an attention point on average

Heatmap visualization

In addition to Spotlight attention visualization - Heatmap shows the distribution of attention with a colour coded map superimposed on the stimulus. Areas which have attracted most attention are glowing red, transitioning through yellow to green where it has attracted less attention. Areas which have received very little or no attention have no colour.

Intensity of the gaze is visualized by colors with a high towards low intensity indicator.

High interest areas

Medium interest areas

Low interest areas

Highlight

Highlight are user-defined selections of one or many areas – revealing their attention results. This is particularly useful when you need to know whether a specific area like a logo / tag line or other specific parts of a stimulus has attracted attention.

Areas of attention

The highlight editor provides a full set of tools to select one or many regions on a stimulus. These attention area layouts can be saved as templates, to be loaded and applied on other stimulis for comparative studies.

Customize your results to display or hide the parameters available - or replace default stickies naming with easy to relate text labels and coloring

Templates can be saved and loaded from file – allowing you to easily apply templates accros stimuli variants for comparitive analysis

Export individual results into an Excel friendly format providing integration possibilities to your benchmark databases

For the advanced user

You can create highlight templates already when setting up the study. This will both generate a default highlight result when analysing a segment, but also analyse respondents after data collection, and save the results to the file system. This allows you to access highlight statistics for each respondent immediately after data collection.

Gaze Replay & Fixation Plot

Gaze Replay shows the gaze path for an individual respondent – either based on a still or moving image stimuli – for the entire duration of the exposure time. Fixations during the gaze sequence are visualized as circles – varying in size depending on duration of a fixation.

Lights, Camera, Action!

A respondents gaze path can easily be analyzed with regular sequential replay, or using the real-time scrub tool to position at any given point of the exposure. You can choose whether to reveal a fixation plot for the entire duration, or inspect those closest to the time frame currently viewed. The web camera integration enables you to correlate with the respondent video, which is displayed and synchronized with the gaze recording.

Fixations are represented as semi transparent circles - sized relative to the duration of the fixation and centered in the middle of the gaze points, defining the fixation

Statistics can be revealed for any fixation, including sequence number, duration and hit time.

Video / Web camera recordings of your respondents are replayed along with the gaze sequence

Reading Meter

Reading Meter provides an analysis of text regions defined by the user - to determine the number of readers and how much of the text that was read. In addition to the quantified results – a reading intensity map visualize how much time respondents spent reading a particular area within a text region.

We know if you read this text

Just as with Highlight, Reading Meter is user driven. You mark out the text regions you wish to analyse, and get the results instantly. From the sticky you can easily see how many respondents read the text, and how many percent of the text they read on average. Was your text read by people enough?

Readers - The number of respondents that read parts or all of the text

Percentage read - The average amount of text read by the respondents

Reading Intensity Maps

From the reading intensity map you can instantly get an overview of the text which has been read, and by how many, on the entire image. This is valuable to ensure that respondents read the key message, but also to identify if certain text elements are too difficult to read.

Simple, Compound, and Complex

Reading intensity is normalized in each region by the number of readers with respect to the total number of respondents - meaning that an area which has few readers may have no visible heat map.

High intensity is given an area which attracted more than 60% of the reading time - it is often an indicator that either the text is attention grabbing or difficult to read

Medium intensity intensity marks an area where 30-60% of the time was spent - these areas have usually been read by around half the respondents

Low intensity intensity areas have attracted less than 30% of the reading time - these areas have often only been read by a couple of respondents

Emotional Activation

Emotional Activation (Arousal) measures the level of engagement in respondents towards a stimulus. The higher the activation – and potentially more recognition and attention the product / brand / campaign will get. It measures Arousal average level & 95% Confidence interval.

The emotional stage

The Emotional Activation reflects the average emotional response to the stimulus. For the example below, the average Emotional Activation is 3.3 and the 95% confidence interval ranges from 2.6 to 4.0. This means that for every 100 respondents tested, 95 of them score an Emotional Activation value somewhere on this interval and 5 of them score outside the interval.

To evaluate if the average Emotional Activation is high or low it is good to compare it to the Emotional Activation of other relevant stimuli. To compare the Emotional Activation of different stimuli see Emotional Comparative Matrix.

Emotional Activation - Emotional Activation (Arousal) is measured on a scale from 0 to 10 where 0 is a weak emotional activation and 10 is a strong emotional activation.

Average - The average Emotional Activation of all the respondents analyzed.

95% Confidence - 95% confidence interval of the average activation based on standard deviation of individual measurements and number of respondents.

Emotional Comparative Matrix

Statistical comparison Matrix provides pairwise comparison of Emotional Activation (Arousal) across stimuli. The matrix tells if the stimuli are significantly similar or significantly different among each other.

Statistical benefit

The Emotional Comparative Matrix with H0 rejected confirms that the difference in Emotional Activation value is significant.

For the example below, the Emotional Activation for Paris is 3.7, for Rio it is 4.5 and the difference is 0.8. The Emotional Comparative Matrix accepts the H0 hypothesis and therefore the difference is not significant. The difference in Emotional Activation between Rio and Milan is similar or 1.0. Still the difference is significant according to the Comparative Matrix where H0 is rejected.

The results are highly dependent on how many respondents have been tested and how the individual values are distributed around the mean Emotional Activation value.
We recommend you to test at least 30 respondents for good results in the Comparative Matrix.