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, …

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 …

For years, market research and UX leads have been caught in the same bind. Stakeholders demand rigorous, objective attention data, but traditional lab-based eye tracking studies are slow, expensive, and impossible to scale across diverse, globally distributed cohorts. Webcam eye tracking AI breaks that bottleneck. …