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 …

Most website and app redesigns are guided by best practices, internal opinion, and occasionally A/B test results after the fact. What they’re rarely guided by is a direct answer to a simpler question: what do users actually look at, in what order, and what do …