Visual Attention Analysis (VAA)

Visual Attention Analysis (VAA)

Predictive Eye-Tracking Analysis (PET)

Vision One's Visual Attention Analysis (VAA) is a AI based predictive eye tracking analysis system 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 on air. Analysing the levels of attention, brand effectiveness and positioning as well as how the ad’s individual elements it is a powerful and cost-effective insight tool. It 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 it 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 through algorithms that have been developed from countless eye-tracking studies. It has been designed to closely resemble a short five second eye-tracking session made up of 40 subjects. The algorithms are based around: Colour, Orientation, Density/Contrast, Intensity, Size, Text, Skin and Face detection – and is typically around 92% accurate in terms of comparison will 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.

UK's Best Market Research Agency 2020

Visual Attention Analysis

Heat Maps

The Visual Attention Heat Map is a popular display that shows the most attractive elements of the image in the form of “hot” and “cold” spots.

The Heat map report is a predictive eye-tracking analysis report which shows how areas of the original image attract the attention – with red (high) and green (medium) used to represent the more appealing aspects of the image.

Heat Map
Opacity Map

The VAA Opacity Map report tones down information that is not attractive and visually displays what your viewers may perceive during the first few seconds of visual inspection.

The Opacity map uses a transparency gradient and shows the parts of the media with the highest counts or longest fixations and shades the rest of the media. The most transparent areas are those that attract more attention. Use the Opacity report to identify which areas are being perceived and which are being ignored.

Opacity Map
Areas of Interest (AOI)

The Areas of Interest report (AOIs) report is a premium feature of VAA reveals a score of the predicted probability that a person will look at the area along with detailed diagnostics to show why the region is likely to get attention.

The VAA Score is a summary metric that indicates how salient are the visuals inside this region. The value is the probability of having a visual fixation within the first 3-5 seconds inside this AOI region. 0% means no attention at all, and 100% means this area will be mostly noticeable

Gaze Plots

The Gaze Plot report visualises a hypothetical scan path to highlight the likely order between elements inside the image. The report is made of a series of short stops (fixations) which are the important element along with the fast movements of an eye called saccades.

The fixations are marked with circles along with a number that states the rank order in which the eyes move between fixations. So the first fixation is marked with the number 1 and the second fixation with the number 2 and so forth.

Gaze Plot

Vision One are members of the UK Market Research Society (MRS) and the Association of Qualitative Research (AQR)

Please contact Alex Brown or Tony Lewis or use the contact button below for more information on our Visual Attention Analysis services, or call us on 0151 945 0150.