Visual Attention Analysis (VAA)

Visual Attention Analysis (VAA)

Predictive Eye-Tracking Analysis (PET)

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 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 - 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 include Heat maps, Opacity maps and Gaze plots
  • Results at a fraction of the cost and time of traditional eye-tracking.
The Drum Winner 2021 Vision One

Visual Attention Analysis

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.

Heat Map
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.

Opacity Map
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.

Gaze Plot

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.