Using Gaze Fixation Metrics to A/B Test Ad Creatives and Declare a Winner
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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 …
Gaze Plot Analysis for Ad Creatives: How to Trace the Viewer’s Journey
Stakeholders love asking, “So what? People looked at it, right?” That question is why gaze plot analysis needs to go beyond simple hotspots. A gaze plot is a sequential record of where eyes traveled, in what order, and for how long. Read correctly, it tells …
