The First Truly Dynamic Area-of-Interest Tool

iMotions is proud to introduce the world’s first general-purpose, fully automated Area-of-Interest (AOI) tool for dynamic eye tracking data. This breakthrough technology is invaluable to researchers using eye-tracking glasses in real-world environments, gaming, VR settings, and other dynamic scenes. The Automated AOI Module allows users to focus on extracting insights rather than manual adjustments, enhancing productivity and research quality.

A Game-Changer for Eye Tracking Data Analysis

The Automated Area-of-Interest (AOI) Module is an advanced solution for eye-tracking studies, particularly those involving dynamic content. Traditionally, researchers faced the challenge of manually retargeting every object or person of interest frame by frame, resulting in lengthy analysis processes. With the Automated AOI Module, this laborious task becomes a thing of the past, dramatically streamlining workflow and reducing turnaround time.

This module not only enhances productivity but also reduces costs associated with manual labor. Many organizations allocate large portions of their research budgets to manual AOI adjustments. By automating this process, the Automated AOI Module allows research teams to reallocate resources more efficiently. Additionally, automation reduces human error, leading to more precise data and outcomes.

Key Features

Automatic Object Recognition and Retargeting
Instead of manually targeting each object in every frame, our algorithm detects and tracks objects automatically across frames, eliminating the need for constant manual retargeting.

Smart Object Identification
The software helps users define AOIs by recognizing the outlines of objects in dynamic content, ensuring that every area of interest is captured without missing important data.

How Does it Work?

The Automated AOI Module leverages advanced algorithms to detect and recognize objects within dynamic scenes, automatically retargeting your pre-defined AOIs without manual input. This capability allows researchers to focus on what matters—insights and data interpretation—while ensuring accurate AOI identification throughout the study.

“…we evaluate the behavior of pedestrians, bicyclists, and drivers navigating surface transportation systems, visual attention is an invaluable performance measure. We collect this measure through human-in-the-loop laboratory studies and instrumented field studies. We have experienced iMotions automated Areas of Interest (AOIs) technique reducing the time required to perform manual data reduction by over 50%. This time savings is invaluable to our research endeavor.”

David S. Hurwitz, Ph.D., F.ITE. Professor of Transportation Engineering, Oregon State University.

Eye tracking is used to measure and follow attention during an advertisement.

Real-World Validation, Real-World Results

iMotions collaborated with a diverse group of clients—from game development to consumer research agencies and academia—to validate the effectiveness of the Automated AOI Module. Clients involved in social interaction research, neuromarketing, art perception, and more found significant improvements in workflow, and productivity when compared to traditional manual processes.

“The automated AOI from iMotions will save so much time. My research involves recording eye movements in virtual reality and it took a group of four people two years to analyze each file second by second. The new software can do it in days. It makes eye movement research in VR so much easier for me and my lab.”

Melissa Cloutier, Doctoral Candidate. Rice University.

A Significant Productivity Boost for All

The Automated AOI Module enhances data processing for everyone:

For Academic Institutions:
The Automated AOI Module enables researchers to expand their hypotheses and research questions. By eliminating time-consuming manual processes, academics can focus on innovation and increase their potential for publications.

For Businesses:
Companies can dramatically increase their productivity by reallocating resources from labor-intensive processes to project execution. No longer constrained by manual AOI methods, businesses can prioritize strategic tasks, driving innovation and profitability.

Get a Demo

We’d love to learn more about you! Talk to a specialist about your research and business needs and get a live demo of the capabilities of the iMotions Research Platform.