Before the era of artificial intelligence, we had a wide array of content being created, but the rise of new AI technologies has further enormously increased visual noise, making it progressively difficult to stand out and be noticed.
This is why there is a rising popularity not only in AI-driven content creation tools but also in analysis, optimization, and prediction tools based on AI technologies. These tools aim to enhance content visibility, efficiency, attention-grabbing, and ultimately, boost return on investment and sales.
One of these types of tools is predictive eye-tracking. It’s essentially an AI-driven surrogate for traditional eye-tracking studies. These tools link human visual behavior and AI technology-driven insights that help understand customers’ interactions with visual content. The data we can use immediately for optimizing and improving designs. Besides, predictive eye-tracking tools are affordable for most businesses.
This study compares two AI-based predictive eye-tracking tools: Attention Insight vs. Vizit across various dimensions such as features, prices, accuracy, support, integrations, and user experience.
Data accuracy
When analyzing artificial intelligence-based tools, one of the most crucial aspects is the reliability and accuracy of data – how precise the data is and whether we can trust it.
Attention Insight stands out, leveraging the cutting-edge subset of AI – deep learning. In simple words, deep learning is a more advanced subset of machine learning technology, utilizing artificial neural networks that mimic the functioning of the human brain and are capable of tackling complex tasks.
Attention Insight provides us with clear and detailed information about its algorithm training. The company says that its system can generate eye-tracking heatmaps with an accuracy range of 90-96%. To demonstrate its accuracy, Attention Insight provided heatmaps of 300 test images to MIT’s Tuebingen Saliency Benchmark (Massachusetts Institute of Technology. Tuebingen saliency benchmark). After analysis, MIT scientists determined that the heatmaps aligned with real eye-tracking heatmaps with an accuracy of 92.5% for typical images.
To achieve this, the company gathered data from both eye-tracking studies they commissioned and existing publicly accessible eye-tracking datasets, utilizing them to teach the algorithm.
The company also provides additional information:
- 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.
- Participants’ gender: 58% of women and 42% of men;
- Participants’ age varies from 7 years old to about 60+ years old. Most participants are 21-30 years old.
- Participants are from the USA and Europe.
So, we have an apparent and detailed view of data accuracy and algorithm training aspects.
Vizit says that it uses patented Audience Lens™ technology based on deep learning AI and millions of online behavioral data points on images. The company analyzes this visual content at a massive scale – breaking every image down into 15,000+ visual components to discover patterns in engaging visual elements.
As the company says, they provide „visual performance measurement, predictive eye tracking, consumer visual insights, and competitive content benchmarking.“ Other information about algorithm training and data accuracy that the company provides is not very detailed:
- 40+ countries
- Hundreds of behaviors
- Thousands of demographics
- Thousands of images from top-searched and top-selling product pages across the digital shelf.
It’s quite abstract information, and discussing accuracy would be even more helpful if we had all the details, specifically how the algorithm was tested and what confirms its accuracy to ensure the reliability of the tool.
On the other hand, very famous and big brands’ feedback and their success stories submitted on the company web page compensate for the lack of data proving technology accuracy.
For this reason, we will now compare Attention Insight and Vizit’s predictive eye-tracking tools to assess their accuracy and provide a more comprehensive overview of their capabilities.
The optimal method for assessing the accuracy of analytical tools involves comparing authentic eye-tracking heatmaps with those generated by our analyzing tools. However, a slight complication arises as obtaining a sample heatmap is challenging due to the absence of a free trial from Vizit company. Reservation of a sample tour is restricted to those with a company email address, limiting accessibility. If you use a personal e-mail such as Gmail, Yahoo, Hotmail, etc. you will not be able to log in.
As a result, this comparison will focus solely on Attention Insight versus actual eye-tracking heatmaps. Subsequently, we will compare Attention Insight and Vizit heatmaps, which are accessible on their website. Real eye-tracking samples will be used as a benchmark.
Heatmaps: Real eye-tracking vs. Attention Insight predictive eye-tracking
Let‘s start with the poster comparison.
Real
eye-tracking
Attention Insight
predictive eye-tracking
Attention Insight’s heatmap closely mirrors genuine eye-tracking information. It highlights identical areas, presenting the same focal points that capture our attention. There are just variations in color because of a slightly different color palette. The header stands out as the most attention-grabbing area, marked by intense color. The woman’s face, slogan, and logo also command attention.
Another comparing study – a web page.
Real
eye-tracking
Attention Insight
predictive eye-tracking
The same thing in the sample table is that the big font text gets attention. According to Attention Insight, a heatmap attention area is not only on the text but also includes an email form and a submission button. The color intensity on the heatmap is slightly different too.
The common thing is that the man’s face gets attention too, just in the Attention Insight heatmap the attention hotspot on the face is more pronounced.
The final comparison involves a product packaging image.
Real
eye-tracking
Attention Insight
predictive eye-tracking
Real eye-tracking and Attention Insight show similar results. The focal point of attention is predominantly directed toward the content in the center of the package. While the information in the corners also captures attention, it doesn’t command as much focus as the content situated in the middle.
These three samples demonstrate that Attention Insight’s generated heatmaps and real eye-tracking samples produce similar results. The areas of attention are nearly identical. The distinction lies in the visualization intensity and the palette of heatmap colors.
Consequently, our samples have confirmed the accuracy of Attention Insight’s heatmap representations.
Heatmaps: Attention Insight vs. Vizit
The next step is to compare Vizit and Attention Insight heatmaps. The images are sourced from Vizit’s webpage. As previously mentioned, Vizit doesn‘t provide a free trial that would make it possible to analyze the same images and compare Vizit, Attention Insight, and actual eye-tracking samples.
In the first sample, we see that the main focus is on the woman’s face. Both tools identify the same area. On the other hand, we notice that Vizit shows attention to the word „new“ and also on the can. Attention Insight doesn‘t identify attention in these areas.
Let‘s try one more sample. As we see in the heatmaps below, the results are almost identical. Both companies identify the same attention areas on the can. But let‘s not limit ourselves to two examples and try a third.
In the third example, we can see that the focus image is more broken down in the Vizit heatmap. The cans in the middle and on the left side get the most attention, a little inscription at the top and a woman’s face also get noticed. Meanwhile, the Attention Insight heatmap clearly defines areas of attention. Focus is on the middle and right can and a bit on the face.
So, as we can see from the examples we’ve looked at, one out of three matches perfectly, while the other two have similarities and certain differences that raise questions about the accuracy of the data. This becomes particularly crucial when Vizit company doesn’t even specify on its website how precise the tool is in terms of percentage when compared to actual eye-tracking data.
However, heatmaps aren’t the only analyzed aspect, so let’s take a look at other aspects.
Features
I think everyone would agree that the features offered by companies are one of the most important factors in our decision-making process. We assess what is important and relevant to our business and verify whether the companies and their products can solve our problems and meet our needs.
The comparative table at the bottom provides a detailed breakdown of the additional features and characteristics offered by each company. The complete set of features offered by Attention Insight was tested using a free trial.
Without the opportunity to directly test the Vizit tool because the company doesn’t offer a free trial version, we attempt to understand Vizit’s features by analyzing information available on their website, social media, and blog.
Attention Insight focuses on the analysis of a wide range of content types, including landing pages, marketing materials, posters, packaging, advertisements, retail shelves, mobile websites and app screens, and video content.
In addition, Attention Insight pays great attention to user convenience. They create integrations with popular visual content creation tools like Photoshop, Adobe XD, Figma, and others so that users do not have to leave the programs they are using and can easily use all the functionality at once. Users can generate and conveniently download reports, work in teams, analyze up to 20 visuals at a time, get recommendations, and make automatization with Zapier. All features are possible to try in the free trial version to make sure the platform is convenient.
However, the most relevant aspect of today is that Attention Insight can not only analyze static visuals but also video content.
Vizit, a company that employs patented Audience Lens™ technology based on deep learning AI to simulate a consumer audience’s visual preferences based on online image viewing and interaction data, has a primary focus on e-commerce and brand visuals. Vizit created a category shopper Audience Lens to analyze imagery from multiple retailers such as Amazon, Walmart, or Target digital shelves to discover how effective images are for target audiences and pinpoint the visuals and listings that require optimization.
The company claims that its technology allows users to see their content through the eyes of their customers.
We were unable to confirm whether Vizit company has additional features that improve the user experience because there is no trial version. We were also unable to find information on the web page about the video content analysis capabilities, reports, and aspects of working in teams.
However, let’s take a deeper look at the key aspects, such as areas of interest, maps, and scores.
Areas of interest
Attention Insight Areas of Interest (AOIs) pinpoint specific zones within your design that you want to focus on. This function enables you to effortlessly gauge the attention directed toward these areas.
Attention Insight automatically identifies call-to-action (CTA) buttons, designating them as Areas of Interest and computing their attention percentages. You also have the option to manually mark other regions that capture your interest. By delineating these Areas of Interest, you gain precise attention percentages for each area, empowering you to make informed design decisions based on this data.
For more information about Areas of Interest and attention percentages, check out the “Percentage of Attention” section in the Attention Insight blog post.
Maps
The focus map reveals the areas of a design that capture attention within the initial 3-5 seconds and hides all that is left unnoticed in the same period. In the example below, we’re able to see an Attention Insight Focus map, providing a clear visualization of the areas that will be noticed within the first few seconds.
Vizit has features similar to areas of interest and a focus map called image maps. The image maps contain an attention heatmap, focal points that display the percentage probability that a consumer views a specific region of an image, and a gaze view predicting the sequence in which a person will view the contents of an image.
Furthermore, Vizit presents Engagement Maps which highlight regions of an image that are more likely to visually engage a target audience, and Opportunity Maps which highlight regions of an image that are less likely to visually engage a target audience. An example is provided below.
It seems that the information in these maps is simply broken down into two separate parts and just repeats the heatmap information.
Scores
Attention Insight has a score called a clarity score. It is beneficial because you can ensure that your time and money are not wasted on designs that are unlikely to achieve your objectives. The clarity score is a metric that provides insights into how visually clean and clear a design is. If the score is low, you know that you need to make changes.
The Vizit score is a 0-100 predictive measure of visual engagement. Vizit scores are predictions powered by Vizit‘s patented artificial intelligence. The higher the score, the higher the likelihood an image will visually engage a target audience.
As we see in the sample, audience lens technology is used to identify and analyze how different audience segments pay attention to visuals. The score is calculated based on the selected target audience and is used to measure the visual effectiveness of designs.
As we see in the sample, the score can vary depending on the audience.
This is because different audiences have different preferences and expectations for visuals. By understanding how different audiences pay attention to visuals, designers can create more effective designs that will appeal to their target audiences.
Integrations
Seamless integrations simplify users’ experiences. It’s crucial to find predictive eye-tracking features within the existing programs, accessible without the need to exit the platform.
Attention Insight offers extensions and integrations that allow software creators to add predictive eye-tracking functionalities to their tools. For easier use and to manage all work automatically, the company offers Zappier integration as well.
All available integrations are in the table below:
| Attention Insight integrations |
|---|
| Chrome Extension |
| Adobe Photoshop |
| Adobe XD |
| Figma |
| Sketch |
| API |
| Zapier |
Unlike Attention Insight, Vizit company doesn’t make users’ lives easier by providing integrations that would allow access to predictive eye-tracking features within the working platform, without having to leave its confines.
Support and user experience
When delving into new technology, receiving timely assistance and support is crucial.
Attention Insight offers users a comprehensive, step-by-step guide for utilizing the predictive eye-tracking tool. Users can access a demo study and seek assistance via a chatbot. Furthermore, a vast array of resources such as a knowledge base, FAQs, case studies, and tutorials.
Moreover, the Attention Insight blog contains numerous articles about the tool itself and how predictive eye-tracking functionalities can benefit businesses, along with a wealth of information on marketing, design, and conversion optimization.
The tool is easy to use and easily understandable, even for those not closely engaged with technology. The layout is intuitive, and the entire process runs quickly and smoothly. You can verify this by logging in and trying the free version.
The Vizit company has a comprehensive website where we can find articles in their blog, demo studies, webinars, or e-books. However, if you’re a solo specialist, a small business owner, or simply someone interested in the tool, access to both case studies and e-books is limited if you don’t have an email address with the company’s domain. There’s a polite request to input a business email address to gain access to the provided sources of information. Therefore, a broader and deeper understanding of the tool is not possible even through case studies or other information. So if you don’t have a business email address, you will be disappointed.
On the Vizit web page, there is quite a lot of information available about the platform itself and the technology, although there’s a bit of a lack when it comes to information about data accuracy.
Besides, we don’t have the opportunity to check the tool’s convenience and ease of use because we don’t have access to a trial version. On the other hand, we can’t even request a demo version preview without a business email. From this perspective, it seems like the company isn’t particularly eager to attract trial users or the attention of small businesses or solo specialists.
Companies on social media
Frequently, social media provides a convenient avenue to discover more about companies and actively communicate with them, or get to know the company in a more personal way.
Today, many consumers not only browse through company websites but also delve into social media platforms, seeking information about a company’s communication, and reading comments, and reviews.
Attention Insight is available and active on:
Twitter (X),
On these platforms, we can find numerous Attention Insight posts, and additional information, to observe the company’s activities and life.
The Vizit company redirects us from their website to social platforms like Facebook, X, Instagram, and LinkedIn; however, among these mentioned platforms, the company is active only on LinkedIn. Facebook and Instagram only have created profiles, but active communication doesn’t occur there. Should we wish to get in touch with the company’s employees, that can be done only through the LinkedIn platform.
Reviews and ratings
Reviewing feedback and ratings ahead of decision-making can be incredibly advantageous. Others’ perspectives offer valuable insights, shedding light on crucial factors to consider when choosing between tools or platforms.
Attention Insight boasts positive reviews and high ratings across various platforms such as:
Capterra 4.8 / 5
Trustpilot 4.5 / 5
G2 4.8 / 5
AppSumo 4.8
SaaSworthy 4.8 / 5
GetApp 4.8 / 5
Product Hunt 5/5
Moreover, on the G2 platform, users can assess ratings across three key aspects. In the image below, ratings for ease of use, quality support, and setup ease are displayed, all surpassing the market average.
When searching for reviews about the Vizit company, they couldn’t be found. The company is registered on several platforms like G2, Slashdot, and Sourceforge, but as of now, no reviews have been left. So, until we see user reviews, there’s no possibility to compare the tools from the users’ perspective.
Prices
The decision-making process for selecting software, platforms, or tools isn’t solely driven by price, but it’s a very important aspect, especially for small enterprises or independent professionals.
Attention Insight presents four tailored plan options catering to diverse needs. The Solo package caters to individuals and proves an optimal choice, particularly for freelancers in design, web development, or marketing domains.
The small Team plan suits small firms or agencies. Meanwhile, the Team plan packs a punch with its array of indispensable features tailored for digital, CRO, web, and design agencies, and even FMCG companies. This plan offers dedicated account managers and facilitates video testing for companies.
Creators at Attention Insight provide bespoke solutions for companies with unique needs. They customize numerous features, such as API solutions, user seats, and custom credits, and even extend support from neuromarketing specialists, aligning with the specific demands of these businesses.
To accommodate users from diverse regions, pricing options are conveniently available in euros or dollars. Moreover, reaching out to the support team can unlock an additional 20% discount on an annual plan. Additionally, Attention Insight extends exclusive discounts for nonprofit and educational institutions.
In the subscription plans table, we can see very clear information about what we get and how much it costs. So it‘s easy to make a decision.
Vizit company doesn’t provide any information whatsoever about their prices or potential service packages on their website. To learn more, one needs to directly contact them, which can be time-consuming, especially without any idea about the possible price ranges for their services. Service costs might not align with businesses’ capabilities, resulting in wasted time. However, by choosing not to disclose service prices, the company might aim to avoid attracting users for whom price is an important factor.
Free trials
Trial periods are an excellent method to explore functionalities and acquaint yourself with the tool you plan to utilize. Attention Insight allows access to a trial period without requiring payment information. The company facilitates easy login and account creation, offering options to sign up via email and password or through Facebook or Google accounts. During the 7-day free trial provided by Attention Insight, users can thoroughly test all features of the predictive eye-tracking tool. The trial experience of this tool was delightful, user-friendly, and comprehensible right from the initial login. Everything is intuitively laid out, and users can easily find explanations on how to utilize the tools.
However, it’s always advisable to explore and identify the attributes and user-friendly features that best align with your business or personal objectives. For this reason, you can experience it firsthand.
Sign up for the free trial of Attention Insight.
Unfortunately, as mentioned earlier, Vizit company does not provide an opportunity to get acquainted with and test their tool. This leads to missing out on the chance to try out specific features, to see if it’s understandable and easy to use, and to ensure that the tool meets your needs.
In conclusion
To stand out in today’s competitive landscape, brands need to create content that is visually compelling, relevant, and highly targeted. This can be challenging, but it’s essential to break through the noise and connect with consumers.
Creating content based solely on aesthetic or subjective perception no longer ensures effectiveness today. For businesses aiming to strategically leverage their visual content, predictive eye-tracking tools are essential to stand out amid visual noise.
However, it’s crucial to carefully examine the chosen tools, their functionalities, the accuracy they ensure, and their alignment with specific business needs. As you can see in the analysis, both Attention Insight and Vizit offer powerful predictive eye-tracking tools that can provide valuable insights into how people interact with visual content.
Attention Insight 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, mobile app screens, and even video formats.
Attention Insight is geared towards providing users with an array of features for collaborative work, URL capture, storage, recommendations, a wide range of integrations, API, and automation through tools like Zapier. You can see subscription plans and prices, as well as try out all the tool’s features using the free trial version.
Vizit focuses on e-commerce, marketing campaigns, and packaging designs. The company uses Audience Lens™ technology which can check visuals for targeted audiences, to attract and motivate shoppers to buy products, especially on platforms like Amazon or retail sites like Walmart.
Unfortunately, additional features were not directly tested because the company doesn’t provide easy access to the trial version. Additionally, the tool’s plans and pricing are unclear. Upon analyzing the company’s website, there’s an impression that small businesses or solo specialists aren’t the target audience the company seeks to attract. Even access to case studies is limited, requiring an email with the company’s domain. Personal email addresses are not accepted. However, the company has testimonials and case studies from very big and well-known brands so obviously focus is on large corporations.
When a business or specialist thoroughly understands their needs and capabilities, selecting the most suitable tools becomes straightforward. Here, you’ll find a comparative list of predictive eye-tracking tools that aid in more informed decision-making.
Brainsight AI vs. Attention Insight
Dragonfly AI vs. Attention Insight
Feng-Gui vs. Attention Insight
