In today’s competitive marketing landscape, businesses face the difficulty of gaining attention. The challenges drive marketers to constantly seek effective strategies for being visible, and it drives innovation and technological advancements.
What once seemed like science fiction now is our reality. The tools at our disposal today not only measure advertising effectiveness but also venture into the realm of predicting human attention, which constantly decreases.
This is where modern solutions powered by artificial intelligence (machine learning and even deep learning) come into play. These innovative tools don’t require extensive time or resources but can significantly enhance abilities to be noticed and save commercial expenses. Businesses using predictive eye-tracking tools can measure attention and create more impactful content.
In this article, we’ll delve into predictive eye-tracking tools, focusing on a comparison between two options: Attention Insight vs. Hippoc AI.
The predictive eye-tracking tool of Attention Insight focuses on testing different types of marketing material, landing pages, web designs, advertisements, packaging, and videos that could help different types of businesses make decisions based on data.
Hippoc AI predictive eye-tracking tool is more advertisement-focused and the most suitable for optimizing ads. The main design types they analyze are creatives for ads and social media. They honestly inform us that, at the moment, their tool is not entirely suitable for analysis of other design types, but they are working on it intensely. Despite this, it‘s possible to analyze different materials, including web pages, if you upload them as screenshots.
So this analysis will cover the following comparison points:
- accuracy
- features
- integrations
- price plan options
- free trial possibilities
- support
- user experience
- reviews and ratings
The importance of accuracy in predictive eye-tracking
Naturally, without a clear understanding of the accuracy of predictive eye-tracking in comparison to real eye-tracking, the assessment of data’s worth to our business would remain uncertain.
For this reason, accuracy is the first important analyzing point.
Attention Insight system has the capability to generate eye-tracking heatmaps with an accuracy range of 90-96%. In the past, the company collected data from commissioned eye-tracking studies and publicly available eye-tracking datasets that they used to train the algorithm.
It’s essential to notice that Attention Insight uses newer technology evolution of machine learning – deep learning. A deep learning model is constructed to continuously assess data using a structured approach akin to human reasoning. Through its neural network, a deep learning model can independently ascertain the accuracy of predictions, eliminating the need for human intervention in the accuracy evaluation during the algorithm training process. All of that makes deep learning technology superior to machine learning technology.
To prove accuracy, Attention Insight submitted heatmaps (300 test images) to MIT (Massachusetts Institute of Technology. Tuebingen saliency benchmark). MIT scientists concluded that heatmaps match actual eye-tracking heatmaps with 92.5% accuracy for general images.
On the other hand, Hippoc AI trained the algorithm using machine learning and cognitive neuroscience methods. This algorithm can automatically predict not only what will attract consumers’ overt attention but also what will be most memorable for them. For that, Hippoc AI uses proprietary Neuro-AI software that accurately predicts attention and memory.
The company declares that its predictive model has an accuracy rate of 94 % for instant attention and 96 % for lasting memory recall.
Conclusions come from using the area under the curve (AUC Judd) metric. The company doesn’t provide more information about the algorithm testing. Additionally, they aren’t listed on the MIT benchmark.
In the table, we can compare the percentage of accuracy and information about the datasets used for algorithm training.
Attention Insight | Hippoc AI | |
Accuracy % | 90-96 % accuracy range across all types of designs. 92.5% accuracy for general images (MIT approved). | 94 % for instant attention. 96 % for lasting memory recall. (no independent third-party accuracy approval) |
Model evaluated by MIT Saliency Benchmark | YES | NO Conclusions made by themselves from using the area under the curve (AUC Judd) metric, currently the main metric in the MIT saliency benchmark. |
Algorithm has been trained on | The heatmaps are generated by a deep learning algorithm called Convolutional Neural Network (CNN). The algorithm was trained with approximately 70,000 individual participants’ data sets from eye-tracking studies. The image datasets: open-source and proprietary. Attention duration: ~4 seconds. | Using state-of-the-art machine learning and cognitive neuroscience methods. Algorithm was trained with 31,171 consumers. 16M+ visual content (images and videos analyzed) The purpose is to see which parts of ads attract customers’ eyes in the 3 seconds. |
Participants gender |
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Participants age | Participant age varies from 7 years old to about 60+ years old. Most participants are aged 21-30. | Participants were between 10 and 60 years old. An average – 33.5 years. |
Participants location | Participants are from the USA and Europe | Participants are from North America and Europe. |
For more clarity, below we will compare visualizations of real eye-tracking studies with Attention Insight and Hippoc. Real eye-tracking data is used as a benchmark.
Heatmaps
Eye-tracking heatmaps can provide valuable insights into user behavior and preferences. Designers, marketers, and researchers can use eye-tracking heatmaps to identify key focal points, understand which elements are drawing the most attention, and optimize visual layouts to enhance user engagement. By analyzing these heatmaps, practitioners can make informed decisions about content placement, navigation, and design modifications to create more effective and user-friendly experiences.
Heatmaps are commonly used in all predictive eye-tracking tools. They’re the easiest and most straightforward way to show information about what people pay attention to.
Attention Insight heatmaps, powered by AI, function similarly to real eye-tracking heatmaps, indicating which areas of visual materials have garnered the most and least views. Therefore, analyzing both Attention Insight and real eye-tracking heatmaps holds value in assessing accuracy.
Hippoc AI heatmaps, initially resembling traditional eye-tracking heatmaps, actually display not attention areas but impact. The company refers to these as “Impact maps.”
However, let’s analyze similarities and differences starting from a webpage sample.
Real
eye-tracking
Attention Insight
predictive eye-tracking
Hippoc AI
impact map
The actual eye-tracking investigation reveals that the primary focus is directed towards the larger font positioned at the center of the image, with some attention also directed towards the facial area.
Attention Insight highlights the predominant concentration on the facial region, followed by attention toward the information section and the email form. The logo receives a marginal degree of attention as well.
The Hippoc AI Impact map illustrates how effectively web design elements capture attention and how well they are remembered. Darker areas indicate a higher level of impact. According to this Impact map, we could interpret that people will most remember the person’s neck, face, and the information title. In principle, the areas are similar to real eye-tracking and Attention Insight heatmap areas, though the areas are more scattered and show not attention but impact level.
The initial sample lacks sufficient clarity to draw an entirely objective conclusion.
Let’s proceed with a different sample analysis, focusing on a packaging design instead.
Real
eye-tracking
Attention Insight
predicted eye-tracking
Hippoc AI
impact map
Real eye-tracking and Attention Insight demonstrate very similar views. The main attention is focused on the information in the middle of the package. Another attention area is the information on the corner, but not as intensive as the information in the middle.
Hippoc AI Impact map areas are not as specific as real eye-tracking or Attention Insight heatmap areas. According to the Impact map, the most remembered zone is the title. It’s logical that people focus their attention and subsequently remember the most prominent heading. Following this, we observe fewer impact areas with smaller text below and, in some instances, on various parts of the layout, including the corner text. Similar to the initial analysis, we encounter the same scenario where the areas are more scattered.
Let‘s try one more sample – a poster.
Real
eye-tracking
Attention Insight
predictive eye-tracking
Hippoc AI
impact map
Similar to the previous two samples, the eye-tracking heatmap generated by Attention Insight closely resembles actual eye-tracking data. The emphasis lies on identical regions, highlighting the areas that draw attention. The header emerges as the most prominently focused area, evident from the intensity of colors. Additionally, attention is directed toward the woman’s face, the slogan, and the logo.
Hippoc AI shows that the main impact and remembered zone is on the woman’s neck, after that face, and gets down on the chest. It brings confusion because most people pay attention and remember faces. Why the neck is shown as the region that stands out in the minds of viewers place is unanswered and left for interpretation.
The heading information field demonstrates a probability of impact just in a small area in the middle of the text. We can notice an impact on the slogan but with a very low probability according to color intensity.
Actually, it‘s a different result than real eye-tracking data or Attention Insight heatmap. On the other hand, we need not forget that real and predictive eye-tracking heatmaps focus on attention areas while Hippoc AI shows impact areas. The colors in Hippoc impact maps show how big of an impact different regions in the image will have on our minds (combination of where we pay attention and how well we will remember it).
As seen in the analyzed samples, webpage, packaging, and poster, evidently, Attention Insight hotspot locations and intensities are very similar to those of actual eye-tracking examples, while the Hippoc AI Impact maps are more scattered and show somewhat different things, not attention.
For this reason, we need more information, and luckily, the heatmaps and impact maps are not the only metrics for comparing results. Attention Insight and Hippoc AI provide us with more additional and useful features.
Areas of interest
Areas of Interest (AOIs) are specific zones you want to examine in your design. This feature allows you to easily check how much attention goes to the area that interests you.
Attention Insight automatically detect call-to-action (CTA) buttons, mark them as Areas of Interest and calculate their percentages of attention. You can draw Areas of Interest over other regions that interest you manually. When you mark Areas of Interest, you can get an exact percentage of attention that area receives and make design decicions based on this data.
To learn more about Areas of Interest and attention percentages, refer to this „Percentage of Attention“ section on the Attention Insight blog post.
Hippoc AI automatically identifies specific zones based on selected goals. These zones are distinct from traditional areas of interest (AOIs) as they are focused on the areas that stand out in the customers’ minds. This concept might be a bit too much convoluted and not that easy to wrap your head around.
When uploading your creatives, you will need to choose one of the following goals: awareness, product sales, or clicks. Using this information, the system will automatically pinpoint key elements and mark recommendation areas. Customized analysis and design recommendations are then provided based on your chosen goal.
In the sample below, we can see that the system has automatically identified two areas based on the selected objective. As depicted in the image, it not only highlights these zones but also provides the percentage of impact that each object receives.
Moreover, you have the option to select manually other areas that are of interest to you.
As we can see, both samples appear visually similar but convey different information. Attention Insight displays areas of interest and their corresponding attention percentages, whereas Hippoc AI identifies zones that are likely to be most impactful based on selected goals and provides their respective percentages.
Clarity Score
The Clarity Score is a metric that allows us to see how visually clear the design is. It‘s easy to measure and compare against competing designs in the same category. It is beneficial because you can ensure that your time and money are not wasted on designs that are unlikely to achieve your objectives.
In the picture below is the Attention Insight Clarity Score sample.
Hippoc AI doesn’t have a Clarity score but has a feature called Impact score. Hippoc AI Impact score helps to figure out how effective designs are, especially when talking about ads. The system accounts for two key factors: attention (how much your design gets attention) and memory (how much the audience remembers what they see). The company gives you an overall Impact score and Impact scores for each zone tagged separately.
Based on this score, you can assess how your design will affect your customers. The Impact score is divided into five categories, ranging from 0% to 100%. For instance, a score between 61% and 80% indicates that your design receives both high attention and recall. This sample is placed in this category with a 75% score.
Focus map
Focus map shows which parts of a design are noticed within the first 3-5 seconds.
Unfortunately, Hippoc AI doesn’t provide a focus map function, so it‘s not possible to compare Attention Insight and Hippoc regarding AI focus map feature.
In this sample, we can observe what an Attention Insight Focus map looks like and can clearly see which areas will be noticed in the first seconds.
Feature comparison of predictive eye-tracking
Attention Insight and Hippoc AI provide a multitude of components beneficial for business. The comparative table is filled with numerous additional functionalities and attributes that can be important for different types of businesses or specialists.
Scroll down to the bottom and compare the features offered by both companies:
Features | Attention Insight | Hippoc AI |
Attention Heatmaps | Yes | – |
Impact Heatmaps | – | Yes |
Areas of Interests | Yes | – |
Impact zones | – | Yes |
Auto Areas of Interest (AOIs) | Yes (CTA buttons) | – |
Auto Impact zones | – | Yes (based on goals) |
Percentage of Attention | Yes | – |
Percentage of Impact | – | Yes |
Comparison | Yes | Yes |
Clarity Score | Yes | – |
Impact Score | – | Yes |
Focus Map | Yes | – |
URL Capture | Yes | – |
Full Page analysis | Yes | – |
Plugin Access | Yes | Yes |
Reports | Yes | Yes |
Work with teams | Yes | – |
Storage | Yes | Yes |
Recommendations | Yes | Yes |
Downloadable Study Report | Yes | – |
Shareable Study URL | Yes | Yes |
Allowed file types | jpeg., png., webp. | jpg., png. |
Attention heatmaps for video | Yes (Video heatmaps feature is available upon request. The test is performed by the Attention Insight team) | – (Just screenshots from video ads) |
Image upload „drag and drop“ | Yes | Yes |
Quantity of analyzing designs at a time | Up to 20 | Up to 10 |
API | Yes | – |
Tutorial | Yes | Yes |
Free trial | Yes | Yes |
Demo call | Yes | Yes |
Knowledge base | Yes | Yes |
Feature comparison table
In the table, we can see that both companies share common features such as comparison tools, plugin access, storage options, and recommendation features. Moreover, they both provide comprehensive packages for exploring and testing their predictive eye-tracking tools, offering tutorials, a knowledge base, demo calls, and free trials.
However, there are differences when it comes to features like heatmaps, areas of interest, and scoring. Attention Insight places its focus on Attention analysis, while Hippoc AI emphasizes Impact assessment. Additionally, Hippoc AI lacks certain capabilities, such as focus maps, team collaboration, downloadable reports, API integrations, and video or full-page analysis.
It’s important to note that Attention Insight caters to various types of analysis, including landing pages, marketing materials, packaging, advertisements, and video content, whereas Hippoc AI primarily concentrates on creatives of ads and social media.
Given that businesses are increasingly experimenting with diverse designs and ad formats, it becomes crucial to assess not only static creatives but also videos and full web pages using predictive eye-tracking tools. In this regard, Attention Insight offers a broader array of testing options and additional features for user convenience.
Integrations
Integrations make users‘ lives easier. In fact, it‘s important to find predictive eye-tracking possibilities in the programs that are used that could be available without leaving the program. Both companies offer a Google Chrome extension that will allow you to generate heatmaps on your website. Attention Insight has Adobe XD and Figma integrations, while Hippoc AI informs that these two integrations are being prepared and will be available soon.
Talking about other integrations, companies have differences.
Hippoc focuses on ads, so it has integration with Canva. It‘s really convenient for marketing and design specialists working with ads because Canva is quite a popular platform among them.
Attention Insight has more integrations, like Adobe Photoshop, Sketch, and even API, that allow software creators to add heatmap functionality to their tools. For easier use and managing all works automatically, Attention Insight offers Zappier integration as well.
Check all integration possibilities in the table below:
Integrations | Attention Insight | Hippoc AI |
Chrome Extension | Yes | Yes |
Adobe Photoshop | Yes | – |
Adobe XD | Yes | Coming soon |
Adobe Illustrator | – | – |
Figma | Yes (2 plugins) | Coming soon |
Sketch | Yes | – |
API | Yes | – |
Zappier | Yes | – |
Canva | – | Yes |
Integration comparison table
Pricing
Price is not the last thing that influences the decision to choose software, platforms, or tools, especially for small businesses or solo specialists.
Attention Insight offers three alternatives tailored to diverse requirements. The Basic plan is designed for individuals and is an excellent selection, especially for freelancers working in design, web, or marketing spheres.
Pro plan is perfect for small companies or agencies.
Hero plan has the most useful features for digital, CRO, web, design agencies, or even FMCG companies. In this plan, companies get dedicated account managers and can test videos.
For companies with special needs, creators provide unique solutions. Attention Insight can adapt a lot of features according to companies’ needs, including API solutions, user seats, custom credits, and even support from neuromarketing specialists.
For users from different countries, conveniently, the price selections are in euros or dollars.
If an annual plan is required, it‘s possible to contact the support team, and they will provide you with an additional 20%. discount. Besides, Attention Insight offers special discounts for nonprofit and educational institutions, so if your company is from this sphere, pay attention to this fact.
Attention Insight subscription plans
Hippoc AI has two different types of plans and a pretty simple system.
It‘s a Freemium plan where you can analyze 20 ads/month and get all features, and a PRO plan, analyzing 40 ads for 25 USD. Additionally, it‘s possible to add credits according to needs.
It‘s simple and convenient because you don‘t need to think about different options, plans, or what features are necessary.
Hippoc AI subscription plans
Free trials
While price is one of the most important criteria before the decision, FREE TRIAL is an essential thing. Luckily, both companies provide the possibility to try predictive eye-tracking tools. Using free trials is a marvelous way to test features.
Attention Insight and Hippoc AI let you use a free trial without payment information. Both companies have simple login and account-creating processes. It‘s possible to do this using e-mail and password or log in with a Facebook or Google account.
Attention Insight offers a free 7-day trial when it‘s possible to test all predictive eye-tracking tool features.
Hippoc AI lets you use 20 credits every month for free. If you need more, upgrade your plan and buy additional credits as needed.
Free trials of these predictive eye-tracking tools had a pleasant user experience, were easy to use, and were understandable from the first log-in time. Everything served intuitively, it‘s possible to find explanations of how to use tools.
On the other hand, it’s always advisable to explore and determine which attributes and user-friendly aspects align most effectively with business or personal objectives. For this reason, you can try them for yourself:
Sign up for the free trial of Attention Insight.
Hippoc AI account sign-up page.
Support and user experience
One of the key aspects when embarking on the use of new technology is to receive assistance and support promptly.
Attention Insight provides users with a step-by-step guide on how to use the predictive eye-tracking tool. It’s possible to look at a demo study or get help on a chatbot. For additional information, you can use a wide knowledge base, video guides, FAQs, case studies, tutorials, and even live chats with experts. If you need more information not only about the tool but also on how predictive eye-tracking features can help businesses or other wide-spectrum information about marketing, design, and conversion optimization, you can find a lot of articles in the Attention Insight blog.
Hippoc AI takes care of customer experience and provides a quick guide on how to use the tool. It‘s possible to find answers to a lot of common questions on the FAQ page or book a demo call. Additional information is in the blog articles and case studies. If you want to contact team members, the company provides LinkedIn profiles. On the other hand, it‘s not possible to contact directly on the page since there is no chatbot or any other way to reach out to them.
Both companies provide understandable information about their tool’s possibilities, features, accuracy, and technology in the web pages that are clear and easy to navigate.
Frequently, social media serves as a convenient way to learn more about companies and engage in communication with them. So, where is it possible to find these companies through social media platforms?
In general, user experience and support of both platforms are great. It‘s easy to find the most crucial information on how to use the platforms. Alternatively, you can familiarize yourself with these platforms by exploring them intuitively.
Reviews and ratings
Checking reviews and ratings before making a decision can be highly beneficial. The insights from others can provide valuable information and help clarify key aspects to consider when selecting tools or platforms.
Attention Insight has reviews and high ratings on different pages like Capterra, Trustpilot, and G2:
Capterra 4.8 / 5
Trustpilot 4.5 / 5
G2 4.8 / 5
Additionally, On the G2 page, it‘s possible to see user ratings in three aspects. The image below shows ease of use, quality support, and ease of setup ratings, and we can see that all of them are higher than the market average.
Attention Insight users rating table in G2
Hippoc AI doesn‘t have reviews and ratings on the same pages as Attention Insight, so it‘s impossible to compare directly.
On the other hand, a few reviews were found on the software lifetime deals marketplace AppSumo (5 positive reviews).
In conclusion
Businesses are constantly seeking effective methods to capture the attention of their audience. Therefore, the integration of predictive eye-tracking tools into business operations is not just advantageous but also essential for making informed decisions and gaining a competitive edge.
When analyzing Attention Insight and Hippoc AI predictive eye-tracking tools, we notice that both companies share a common goal: to provide businesses with data that enhances their chances of standing out in a crowded market. However, their primary focus differs. Attention Insight prioritizes predicting attention, whereas Hippoc AI concentrates on measuring impact.
Furthermore, it’s important to note that Attention Insight’s technology is based on a newer subclass of machine learning known as deep learning. The company boasts prediction accuracy confirmed by the MIT benchmark and offers a variety of features for analyzing different types of materials, including advertisements, packaging, landing pages, and even video formats, in addition to static designs.
Attention Insight is geared towards providing users with an array of features for collaborative work, URL capture, a wide range of integrations, and automation through tools like Zapier.
On the other hand, Hippoc AI can be described as Neuro-AI software with a primary focus on how well ads capture attention and are remembered. While the company primarily emphasizes ad analysis, it is possible to analyze other static materials as well. They are actively working on expanding their analysis capabilities and adding new features.
Currently, Hippoc AI offers fewer features and integrations, but it provides an impact map and score, the ability to compare different designs, an intuitive interface, free trial options, and an excellent user experience.
If you want to check other predictive eye-tracking tools comparisons, here is the list:
Brainsight AI vs. Attention Insight
Dragonfly AI vs. Attention Insight
Feng-Gui vs. Attention Insight
