Visual Attention
Measured via Eye Tracking Across Environments, People & Contexts
Understand what people look at, for how long, and in what order – across digital, physical, and immersive environments. Conduct studies remotely or in controlled environments, and quantify attention using heatmaps, Areas of Interest (AOIs), and established eye-tracking metrics such as fixations, gaze paths, and dwell time.
How iMotions Measures Attention
Screen-Based Eye Tracking
Best for on-site studies measuring attention on websites, apps, ads, and interfaces using specialized hardware.
Webcam Eye Tracking
Run scalable, online attention studies using participants’ own devices.
Eye Tracking Glasses
Capture real-world attention in stores, vehicles, or physical environments using wearable eye-tracking glasses.
VR Eye Tracking
Measure attention inside fully immersive virtual environments.
Hardware Options for Attention Research
Depending on your research environment and accuracy requirements, attention can be measured using different eye-tracking setups. We support industry-leading hardware across lab, mobile, and immersive contexts.
Attention Is Rarely Studied Alone
In many studies, attention is combined with emotional and arousal measures to better understand why people focus on certain elements – not just what they look at.
Look at common application areas conducted with iMotions.
Not Sure Which Setup Fits Your Study?
Tell us what you want to study, who your participants are, and where the research will take place. We’ll help configure the right methods, hardware, and research setup for you.
No obligation – we’ll help you figure out the right approach.