Visual Attention Analysis (VAA)

Predictive Eye-Tracking Analysis (PET)

Visual Attention Analysis Research Company Vision One

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.

Our Client Success Stories

How Visual Attention Analysis Works

Unlike eye-tracking, predictive eye-tracking analysis technology simulates human vision and creates measurement reports that predict what a real human would be most likely to look at – based on algorithms that have been developed from countless 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
  • 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

Alex Brown Head of Operations Vision One
Alex Brown

Director of Insights

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Evie Bradbury Client Success Manager Vision One
Evie Bradbury

Client Success Manager

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Kendra Furey Client Success Manager Vision One
Kendra Furey

Head of Client Success

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Christine Cairns Senior Research Executive Vision One
Christine Cairns

Senior Research Executive

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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.

Visual Attention Analysis Heat Map Vision One
Visual Attention Analysis Opacity Map Vision One

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.

Visual Attention Analysis Areas of Interest Vision One
Visual Attention Analysis Gaze Plots Vision One

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.


If you are curious to know more about how we could work together, or how our insights can grow your business, then please give call us on 0203 693 3150 or use the contact button below.