Visual Attention Analysis (VAA)
Predictive Eye-Tracking Analysis (PET) for Packaging, Apps, Websites and Advertising
Vision One’s Visual Attention Analysis (VAA) is an AI-based predictive eye-tracking analysis system.
It’s an innovative and highly effective tool that’s specifically designed to help marketers optimise their advertising, design, packaging and websites.
Visual Attention Analysis can be incorporated into a number of communication research services and is included, for free, within PackProbe.
The AI system allows advertisers and media agencies to measure the visual performance of an execution before it goes live. It’s a powerful and cost-effective insight tool – perfect for analysing levels of attention, brand effectiveness and positioning. VAA can also be used on website landing pages to help improve website conversion rates by increasing the visibility of key messages and ‘call to action’ elements.
How Visual Attention (VAA) Analysis Works
Unlike eye-tracking research, predictive eye-tracking analysis technology simulates human vision and generates measurement reports that predict what a real human would most likely look at, based on algorithms developed from numerous eye-tracking studies.
Cleverly designed to closely resemble a short, five-second eye-tracking session (made up of 40 subjects), the algorithms are based on Colour, Orientation, Density/Contrast, Intensity, Size, Text, Skin and Face detection. Quick, versatile and cost-effective, Visual Attention Analysis is typically 92% accurate in comparison to real eye-tracking data.
Why Visual Attention Analysis?
- Get instant feedback on visuals using AI
- Pre-test your print media, digital ads, packaging designs, shelf layouts and signage
- Turn visual data into actionable insights with predictive eye tracking
- Range of outputs includes; Heat maps, Opacity maps and Gaze plots
- Results at a fraction of the cost and time of traditional eye-tracking.
Our Experts
Evie Bradbury
Tony Lewis
Christine Cairns
Kendra Furey
Heat Maps
The Visual Attention Heat Map is a popular display that shows an image’s most attractive elements – in the form of “hot” and “cold” spots.
The Heat map report shows how areas of the original image attract attention – with red (high) and green (medium) used to represent the more appealing aspects of the image.
Opacity Map
The VAA Opacity Map report tones down information that is not attractive and visually displays what your viewers are likely to focus on during the first few seconds of visual inspection. The Opacity map does this by using a transparency gradient.
It’s a fantastic, visual representation of how products and packaging are viewed and perceived – drawing attention to the parts of the media with the highest counts (or longest fixations) and shading out the rest. The more transparent an area is, the more likely it is to attract attention.
Use the Opacity report to identify which areas are being perceived and which are being ignored.
Areas of Interest (AOI)
The Areas of Interest report (AOIs) is a premium feature of VAA. It reveals a score predicting the probability that a person will look at a specific area, along with detailed diagnostics to show why each specific area is likely to get attention.
The VAA Score is a summary metric that indicates how salient the visuals are within each specific area of the packaging or media. The value shows the probability of a visual fixation within the first 3-5 seconds, for any given area. A score of 0% means it’s likely to get no attention at all – 100% indicates that a specific area has a high probability of being noticed.
Gaze Plots
The Gaze Plot report visualises a hypothetical scan path to highlight the likely order between elements inside an image. It’s made up of a series of short stops (fixations) that show the important elements, along with any fast movements of the eyes (saccades).
As the eyes move between Fixations, these fixations are circled and numbered to show their rank order. The first fixation is marked with the number 1, the second fixation with the number 2, and so on.
Your Questions Answered (FAQs)
Find answers to common questions about Vision One
Market research is beneficial for a wide range of businesses, from small startups to large multinational corporations. It helps companies understand their target audience, identify market trends, and refine their marketing strategies.
Industries such as retail, finance, technology, and healthcare can leverage market research to enhance customer satisfaction, improve product offerings, and make informed decisions.
By investing in market research, businesses can better align their products and services with consumer needs, ultimately driving growth and profitability.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business-to-bB2B Market Research Agencyusiness research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product research
- Research training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
Our market research services are enhanced by advanced analytics, including sentiment analysis, regression modelling and predictive insights. This ensures a holistic understanding of your audience and market trends, tailored precisely to your research objectives.
Our research methodologies include:
- Accompanied Shopping Trips (ASTs)
- Behavioural Economics
- CAPI / Personal Interviewing
- Data visualisations/infographics
- Email surveys
- Ethnographic Research
- Eye Tracking
- Exit Interviews
- Facial Coding
- Focus Group & Workshops
- Online Surveys
- Mail surveys
- Mystery Shopping
- Neuromarketing
- Public Opinion Polls
- CATI / Telephone interviewing
- UX User Testing
Vision One is a leading customer research agency helping firms truly understand their audiences and deliver exceptional experiences. Our services include customer experience (CX) research, customer satisfaction studies (cSat), and customer segmentation to reveal what drives loyalty and behaviour. Combining advanced analytics with qualitative insight and customer journey mapping, we uncover the ‘why’ behind customer decisions—empowering businesses to enhance experiences, build stronger relationships, and drive sustainable growth.
Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle.
Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.
Project timelines depend on the complexity and scope of the research. However, most projects are completed within 2 to 6 weeks, balancing speed with rigorous quality standards. Clearly, cSat and brand tracking projects last for the duration of the contract.
We work closely with your team to establish timelines that meet your goals without compromising data depth or analytical precision.
We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all.
Our clients include advertising and PR agencies, financial services, food and drink,packaging research, FMCG, housing, local government, luxury and fashion, social research, travel and tourism, manufacturing and brands, service providers and associations.
For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. It’s about understanding customer needs, market demand, pricing strategies and industry trends. It supports innovation, validates business ideas, and ensures that marketing messages are effectively targeted. Businesses that invest in consistent market research are better positioned to respond to market changes, create and attract loyal customers and maximise ROI.
Here are the addresses for some of the UK’s top market research companies in London, specialising in full-service research
- Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
- Brandspeak – 1st Floor, London, W8 6SN
- Ipsos – 3 Thomas More St, London, E1W 1YW
- Savanta – 60 Great Portland St, London, W1W 7RT
- System1 – 52 Bedford Row Holborn, London, WC1R 4LR
- Kantar – 30 Stamford St, London, SE1 9LQ
- B2B International – 10 Triton St, London, NW1 3BF
Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.
By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.
Latest Client Testimonials
Talk to our Eye Tracking Specialists
If you would like to discus VAA , eye-tracking or any other research requirements you might want to talk about – then please drop us a line.
Or call us on 0203 693 3150.
Turbocharged Decision-Making
We are quick, responsive, and all our research is customised precisely to your needs, ensuring you get exactly what you need every time.
Email us at mail@visionone.co.uk
Complete the enquiry form.
Or book a meeting below.
Powering Business Decisions
