Measuring What Matters: A 5-Step Checklist for Setting Up AOIs with Eye Tracking AI
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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? …
Spotting User Confusion: How Eye Tracking AI Reveals the “Gaze Plot Loop” in Your UX
Participants will tell you the page “made sense.” Then you watch the recording and see their eyes bounce between the same two elements six times before they click anything. That gap between what users say and what they actually do is where eye tracking earns …
