What ‘Engagement’ Actually Means in Live Research (and How to Quantify It)
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You just wrapped a focus group. The moderator says everyone was “really engaged,” but the transcript tells a different story. Half the responses are polite, surface-level comments. It’s impossible to tell who actually cared about the stimulus and who was just being cooperative. Now a …
Measuring What Matters: A 5-Step Checklist for Setting Up AOIs with Eye Tracking AI
Two teams can analyze the same stimulus with eye tracking and reach opposite conclusions. The problem isn’t usually the data. It’s that their Areas of Interest (AOIs) were drawn differently. AOIs aren’t just boxes on a screen; they are your measurement instrument. Get them wrong, …
Using Gaze Fixation Metrics to A/B Test Ad Creatives and Declare a Winner
You run the test, collect the data, and walk into the readout. Then you hear it: “But everyone liked Creative B.” The room defaults to gut feel, and your research gets sidelined. The real questions were never asked upfront: Did anyone actually see the brand? …
