iMotions Online

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Eye Tracking and Facial Expression Analysis without the hassle

The closer you look, the more you will find. Combine powerful webcam eye tracking features with industry-leading facial coding options and discover how your product or brand stands out to customers – you will want to know.

With iMotions Online we give you an easy way to gain insights into how your customers react to and engage with your content.

iMotions Online lets you aggregate your respondents eye tracking heatmaps into actionable data. Aggregated heatmaps are the perfect way to visualize data and present easily understandable insights.

iMotions Online’s Facial Expression Analysis software seamlessly integrates the leading facial expression analysis engines from both Affectiva and Realeyes. Using only your respondents’ webcams, you can import videos into the iMotions Online for facial expression analysis post-processing. Gain insights via built-in analysis and visualization tools, or export data for additional analyses.

With iMotions Online you can collect several different data streams at the same time. Collect eye tracking, facial expression analysis, clicks, cursor movements, audio, and screen recordings. Collectively these data streams give you deep insights into your respondents’ attention patterns and emotional responses.

Design advanced studies on your computer with the iMotions Online study builder. Upload your studies to the cloud for all your respondents to access.

All sessions in iMotions Online are recorded on several layers. Eye tracking and facial expression data is seamlessly laid over a session recording that allows you to see your respondents’ actions on the screen. This allows you to create event markers and annotations that you can correlate with the other data streams being recorded in iMotions Online.

With iMotions Online you can collect data from respondents from all over the world. Therefore, system instructions can be localized to a number of languages, thereby enabling more people to get the instructions in their preferred languages. We are working towards implementing more, but the languages currently supported are: English, German, Spanish, French and Romanian.

All data collected in iMotions Online is raw data. During the subsequent data analysis phase, working with raw un-processed data makes all the difference and gives your results a depth and validity that pre-processed data would not be able to.

Lab-grade analysis tools - through the cloud

Heavy lifting requires power, that’s why iMotions Online uses the market leading data analysis tools from our lab software.

Our analysis tools allow you to seamlessly aggregate data, create heatmaps, and attention diagrams ready for presentation.

To see how it works, check out the different options below.

  • Aggregated heatmaps
  • Facial Expression Analysis
  • Multiple channels of data
  • Advanced study design
  • Sessions recordings
  • Language localization
  • Raw data export

Test anywhere, any time

Leave all your hardware preconceptions on the ground – we work in the cloud now.

iMotions Online works in respondents’ browsers and uses their webcams. That way you will not have to rely on expensive hardware to gain valuable insights – opening up your data collection to the world

Choose between the most powerful Facial Expression Analysis AI’s in the world

By integrating the two best facial expression analysis AI’s on the market, each with its own specific strengths and focus areas, we have made sure that you get the solution that is perfect for you and your research.

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Affectiva Media Analytics

Affectiva’s Emotion AI detects all the nuanced emotions that your respondents are showing - consciously as well as subconsciously. iMotions is the only company that offers Affectiva’s in-lab SDK.

Affectiva’s emotion detection AI understand complex and nuanced emotions and cognitive states by analyzing facial movement. The solutions are built using our industry-leading Emotion AI, software that uses computer vision and deep learning, and are delivered either in the cloud or on device. There are many different applications in media analytics. To read more about Affectiva, click here.


RealEyes is one of the premiere audience attention measurement softwares in the world. Measure the attention, emotions and reactions of your audience to gauge the effectiveness of ads, videos, products and messaging. Achieve global insights through RealEyes' advanced and culturally sensitive AI software to make sure that everyone is being seen. To read more about RealEyes, click here.

Accuracy Whitepaper

Read our in-depth comparison of webcam eye tracking to the Tobii Pro Spectrum.

Download pdf

Novel engineering based on a specific client need

As students headed home, classrooms turned dark and so too did the lab assets at the University of South Florida, threatening to cancel what would be a significant, compelling research grant for work on an important health campaign.

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How to do Online Studies

With Online Data Collection, research can be conducted anytime and anywhere and with any sample you wish.

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Frequently Asked Questions about iMotions Online

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  1. What type of stimuli are supported?
    Currently we support images, video, audio, and websites through a browser interface. Some browser restrictions apply. You also have the option to insert a survey.
  2. What kinds of stimuli are most or least likely to elicit visible facial expressions?
    Facial expressions have evolved as a social signal, so that means that certain stimuli are better at eliciting facial expressions. Videos and emotive stimuli are more likely to elicit reactions than text for example. For text, website browsing, & reading, you might get instances of negative affect like brow furrow which may represent concentration, since it is not often that you are laughing while reading, so for these typesof stimuli, the responses will be more attenuated and may even be skewed towards negative if so. Take care to understand which facial action units you are analyzing, their probability thresholds for the specific study you are conducting, etc.
  3. How accurate is webcam eye tracking?
    Webcam eye tracking inherently has inferior accuracy compared to infrared eye tracking hardware, so lighting conditions, camera positioning, and other factors contribute greatly to the quality of your eye tracking data. It is crucial to oversample your participant pool to deliver the yield you are looking for.
  4. How sensitive are facial expression analysis & eye tracking to lighting conditions?
    In addition to a camera and microphone check (if you choose to record audio), iMotions Online features an eye and face detection check to register the presence of the respondent on the webcam frame. Webcam eye tracking is highly reliant on adequate lighting, so please make sure to communicate to your participants that they should be well-lit and well-positioned in front of the screen.
  5. Is it possible to get pupil dilation out of the webcam eye tracking data?
    We do not encourage conducting pupillometry studies with webcam eye tracking because of controlling for light, which can even affect tightly monitored lab settings. This is due to the fact that any changes in light will affect pupil dilation in addition to any arousal you’re looking to measure, so getting good data is hard compared to the cleaner data you can glean with infrared trackers in highly controlled labs.
  6. What about other sensors like EEG or Heart Rate? Can I integrate those?
    For iMotions Online, we have focused on FEA & eye tracking because of their ease of setup for participants. We are exploring wearable sensors like bluetooth devices to monitor things like Heart Rate, also in conjunction with our Mobile Research Platform.
  7. Is it possible to manually move between stimuli
    Yes! You may designate either timed transitions or manual advance (ie, “click to move to the next section”) logic into your Online Data Collection study.
  8. Are there requirements for Windows vs Mac computers?
    For participants, all they will need is a webcam and a browser on a desktop or laptop setup (currently, we do not support data collection from tablets or smartphones), so both a PC and Mac are compatible. However, the experimenter conducting and analyzing the study will need to run the iMotions software on a PC.
  9. Are there specific requirements for participants with regards to wifi connection, laptop specifications, or webcam quality?
    Since iMotions Online is browser-based, a browser and webcam are the most important elements, so there is no need for high-quality laptop specs or webcams like HD or 4K cameras – a simple webcam built into your PC or laptop is great, with a minimum 640 x 480 resolution and 30 fps. It is really the lighting conditions that are most important. However, participants should have secure internet connections to prevent against data loss during the study.
  10. What are my analysis options? Can I get and export raw data for eye tracking or facial action units?
    You can feed your facial expression analysis recordings into iMotions for post-processing with Affectiva or RealEyes, which gives you access to full, transparent R-based FEA metrics. A range of eye tracking metrics are also available including heatmaps, dwell time, etc. You can also export summary metrics and sensor data in a text file with data logged with timestamps that is easy to import into excel or statistical programs!
  11. Are the algorithms used for analysis transparent? How much of a “black box” will I run into?
    Affectiva, one of our FEA engines, has published accuracy measures in their literature & conference proceedings, but of course some aspects of their algorithms are not transparent because of intellectual property and copyright. For eye tracking, we have our own algorithms, so we have made our code written in R available with citations and explanations of methodology. We are also working specifically on whitepapers and theoretical documentation for publishers in relation to webcam eye tracking.
  12. What about data privacy?
    We uphold Data Processor Agreement policies and, where necessary, Standard Contractual Clauses in accordance with privacy laws with all our data processors. Data collected from the private browsers of respondents to the iMotions Cloud is encrypted in transport and at rest with SSL/HTTPS encryption. iMotions will only keep and store personal data collected by the User until such as time as the User decides to delete the data. Collected data may include, but not be limited to, photos and/or videos of respondent’s faces, submitted survey answers, and other data relevant to the scope of the appropriate research study. Please refer to our Privacy Policy for more.
  13. Which participant recruitment and panel platforms is iMotions Online compatible with?
    We are compatible with Prolific, Qualtrics, and SONA Systems. Note that you will need to have a premium account on these platforms in order for our integration to work.