Ask five people on a B2B marketing or product team to draw their customer’s journey, and you’ll usually get five different diagrams a few sticky notes from a workshop, a funnel from a sales deck, a flowchart from a product manager who’s never actually watched …

On its own, eye tracking data is just coordinates and timestamps a record of where a pair of eyes moved, with no inherent meaning attached. The value of eye tracking AI in market research doesn’t come from collecting that raw gaze data; it comes from …

Static creative is tested in a single glance. Video isn’t attention shifts constantly as a scene changes, a cut happens, or a new element enters the frame, which makes it a far harder format to evaluate through opinion-based feedback alone. Eye tracking AI addresses this …