Software Module

Automated AOI

A Revolution in Eye Tracking Data Analysis

The First Truly Dynamic Area-of-Interest Tool

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.

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.

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.


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