iMotions Online | Setting up ad testing using Behavioral Research study type

Designed for consumer insights managers, advertising strategists, UX researchers, and marketing analysts, this guide offers a practical introduction to setting up and evaluating an end-to-end ad test in iMotions Online. Whether you are benchmarking brand attention against a competitor, fine-tuning ad variations before a campaign launch, or testing international packaging designs, this walkthrough illustrates how to combine webcam-based eye tracking and survey research within a single online platform.

The guide demonstrates the full study workflow, beginning with project setup and media upload. You will see how to build customized participant surveys using flexible question formats or scalable JSON templates, alongside integration options for major recruitment panels like Prolific and Qualtrics to streamline participant distribution and real-time status tracking.

Finally, the guide highlights the core analysis environment, showing how to convert raw behavioral signals into clear research findings. It demonstrates how to apply dynamic and static heatmaps, set up Areas of Interest to capture exact metrics like dwell time and time to first fixation, run side-by-side comparisons of different creative assets, and break down performance across demographic or data quality segments before exporting visual reports and raw data.