A purchase decision is rarely made in the moment someone reaches for a product. It’s shaped seconds earlier, in the brief window when their eyes move across a shelf, a screen, or an ad landing on some things, skipping others entirely. Eye tracking AI is …

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 …