Today’s struggle for attention is fiercer than it has ever been. Businesses move to the internet much faster than ever before. More buyers start to use online shopping after feeling the advantages. It’s like a snowball – the more you see businesses and users using online platforms, the more you want to do the same. On the one hand, more users on the internet mean more buyers. On the other hand, attention is divided, and it’s much harder to reach potential clients and get attention.
I think a lot of agree with me that in the information stream we stopped reading and thinking about what we see, we have started just to scan. For this reason, new commercial solutions are entering the digital marketing business. It helps to solve the 3-second rule which means that it‘s a time limit before you can attract attention.
This is a critical topic that poses significant challenges for marketers, web and UI/UX designers, product managers, and sales professionals. In our scanning process, businesses have to rotate heads to get attention in the crowded surrounding.
Luckily, science does not stand in one place too. The expansion of Artificial intelligence did an impact on the development of predicted attention tools which are very useful in the attention economy. Now visual attention can be predictive easily and low cost.
Without the participant’s attendance, AI-powered technologies enable us to examine data and attractors of attention fast and accurately. These tools and technologies are now available to businesses of all sizes.
Predictive eye-tracking is one of the most fascinating and valuable methods in attention competition. You can utilize anticipated eye-tracking techniques to test any creativity before launching it.
Of course, competition is in this sphere too.
This article will be compared the predictive attention tools based on AI:
This article will compare the predictive attention tools based on AI:
Attention Insight vs. Brainsight AI. 5 comparison points will help to check the main attributes:
- Free trials
Let‘s dive into comparison.
1. Accuracy background
Studies have been undertaken by prestigious universities, such as MIT, to investigate and map viewing behavior. Color, size, contrast, form, placement, and other factors appear to influence quick visual attention. Predictive models have been constructed with the use of artificial intelligence and machine learning. To begin, we have to compare percentage accuracy and information on how data was acquired.
The Attention Insight uses the newest AI substitute – a deep learning system. The algorithm was trained on a large number of images ~ 30,800 images from real eye-tracking studies. Plus additional 24,000 image data sets. Besides, tested by the MIT Saliency Benchmark (a data set containing held-out human eye movements that are used as a benchmark test set), resulting in an accuracy of 90-94,5 % percent:
- 90 % accuracy of prediction for WEB designs
- 94 % for other images and designs
Brainsight AI is artificial intelligence (AI) prediction tool enhanced with machine learning for pre-testing and assessing advertisements, user experience (UX) designs, and video content. According to Brainsight AI webpage information “Brainsight is based on extensive and validated scientific research”.
After having tested 100s of people with 1000s of images and videos, these predictive models estimate where people will look, based on aspects like color, shape, contrast, position, size, and faces. The accuracy rates compared to live-eye-tracking reach 94%.
Unfortunately, no information about using MIT Saliency Benchmark, and on the MIT page ( data sets) this company has not included in the list either. Using a link in the Brainsight AI webpage that should direct us to information about the science behind Brainsight AI and research, I got to the not existing page.
While it‘s a page error it‘s not possible to get more data about concrete research and to compare accuracy objectively.
Visualizations of predicted eye-tracking research using Attention Insight and Brainsight AI will be contrasted below for further clarity. As a baseline, Real eye-tracking data is used.
Based on this comparison we will get more information about predictive eye-tracking tools’ accuracy.
Here will be compared :
- A poster
- A Web page
- A Package
First of all a poster comparison
Attention Insight’s predictive eye-tracking heatmap is very similar to real eye-tracking data. The emphasis is on the same areas, and we are shown the same places that catch our attention. The header is the area that receives the greatest attention based on color intensity. The woman’s face, message, and emblem all garner a lot of attention, too.
Brainsight AI focuses on almost the same areas. The color’s intensity is a little bit different but areas of attention are pretty similar to Attention Insight and Real eye–tracking heatmaps.
Another comparison – web page
The real eye-tracking study reveals that the larger typeface in the middle of the image draws the most attention, followed by the middle of the face. Attention Insight is the main attention shown on the face and followed by the information field and the e-mail form.
Like in the first sample, Brainsight AI demonstrates very similar results to Attention Insight and is almost identical to Real eye–tracking. The main attention is on the bigger font on the middle page, face, and e-mail form. It‘s hard to find any differences apart from color intensities.
The last one in our comparison study is a package
Real-time eye tracking and Attention Insight provide extremely similar results. The content in the center of the package receives the most attention. The information in the corner attracts attention as well, but not as much as the stuff in the middle.
Brainsight AI hasn‘t given any surprise and the last comparison is very similar to the two others before. The attention focuses on the same areas – on the middle of the package and on the right corner.
Comparing these three samples are clear that Attention Insight, Brainsight AI, and Real eye–tracking demonstrate very similar results. The focus is on the same areas and is shown to us the same places attracting attention. According to these comparisons, it‘s no doubt that the percentage of accuracy of 90-94 % is true. These samples validate Attention Insight and Brainsight accuracy compared with real eye–tracking.
The heatmaps are not the only metric for comparing results. Attention Insight and Brainsight AI provide us with more additional features useful in business activities. Just need to know the business and personal preferences.
Here’s the quick comparison table. Scroll to the bottom.
|Features||Attention Insight||Brainsight AI|
|Areas of Interests||Yes||Yes|
|Auto AOIs||Yes (CTA buttons)||-|
|Percentage of Attention||Yes||Yes|
|Image upload (drag and drop)||Yes||Yes|
|Current View analysis||Yes||Yes|
|Full Page analysis||Yes||Yes|
|Work in teams||Yes||Yes|
|App and mobile||Yes||Yes|
|Auto Report templates||-||Yes|
|Attention heatmaps for video||Yes (Video heatmaps feature is available upon request. The test is performed by Attention Insight team.)||Yes|
|Shareable Study URL||Yes||Yes|
As we see in the table, both companies trying to offer a lot of features for users’ convenience. The heatmaps were analyzed in the upper section so now I will try to review other features.
Areas of Interest
One of the most important things is to measure attention not only in the heatmaps form but to count percentages. When we see numbers it’s really easy to make changes and make the right decisions.
Both companies have Areas of Interests (AOIs) counting, you have to mark the area, and attention percentages will be counted immediately. Small, but pleasure difference, Attention Insight shows call-to-action (CTA) button percentages automatically, you don‘t need to mark them by hand. For more information about Areas of interest and percentages of attention read the article “Percentage of attention”.
Attention Insight Areas of Interests (AOI)
Brainsight AI Areas of Interests ( AOI)
If we compare the percentages of attention that are shown in the samples, we will see that data is very similar. For comparison, four areas were taken.
Check out the percentages of comparison in the table below:
|The areas||Attention Insight||Brainsight AI|
|The main text in the middle||26,4 %||28 %|
|The man face||24,2 %||23 %|
|CTA button||3,7 %||3 %|
|The button in the right corner||0 %||0 %|
Another important part is the focus map. Attention Insight and Brainsight AI provide us with this feature too. If we compare the same image we will see that results are very similar, marked in the same areas. Just visualization type is a little bit different. Attention Insight shows a transitive focus view. Brainsight AI shows very strict focus areas. The company focus map is called “peek through”.
Attention Insight focus map
Brainsight AI peek throught
Additionally, both companies take care that the uploading process to the system would be easy.
It‘s possible to upload:
- By URL
- By uploading from your device
- By dragging and dropping files
If you want to share your results with teammates or partners it‘s a very easy way to do it by using the link.
Attention Insight and Brainsigt provide us design’s clarity score. In terms of visual attention, the Clarity score is a metric that indicates how congested vs. clean your image is. A high clarity score reflects whether or not people can understand your image’s message. Clearer designs tend to be more successful than cluttered designs in general. Aim for better than average Clarity ratings without compromising content.
People don’t like to think about what you’re showing, they want to know what you’re showing right away. You may be losing visitor interest if your visual content is „too busy“. Customers will find it easier to find what they’re looking for with cleaner, clearer designs, and their cognitive burden will be reduced. Neurosciences all the time repeat that people don’t like wasting energy on intensive thinking. Simplicity is the key to success.
Both companies’ Clarity scores measure from the 0 to 100 range. The higher result, the better design – clear and understandable. 50 represents the average, so all results above 50 mean clear and obvious design.
As we see in the samples below, the Attention Insight clarity score is 77, and the Brainsight AI clarity score is 64 comparing the same design. The number of results is a little bit different, but both companies show that the design is above average and the explanation is similar – optimal clarity.
Attention Insight clarity score
Brainsight AI clarity score
Additionally, Brainsight AI counts not only Clarity score, but Attention score too. What‘s the difference? Ads’ attention is calculated in the context and surroundings. For example, your ad is placed inside social media template and the score is counted in the average context. Attention is compared to the benchmark, with 5.000+ different ads, to see if yours scores above or below average. It‘s a useful insight for social media content creators and digital marketing specialists.
Both companies let work in teams, it‘s possible to make A/B testing and comparison, or to take advantage of API integration. Software developers can use the API to add heatmap features to their applications.
In the table above we see a lot of similarities, but the two services have a few differences, including video analysis and third-party integrations.
As we know videos become more and more popular. So video heatmaps becoming a necessary feature in a lot of companies.
Brainsight AI lets testing videos if you choose Business or Custom plans. The process is the same as image testing.
In the Attention Insight camp, video testing is performed by their team upon request. You need to send a video file and you will get back video heatmaps and report.
One of the main differences between companies – integrations.
Attention Insight offers a lot of integrations for users’ convenience. For designers and UX specialists, it‘s very important to have convenient tools. Integrations give the possibility to check designs or UX solutions directly in the design programs. If you are a Photoshop user, more information on how to use the Photoshop plugin you will find in this article.
By clicking on the extension in your browser, you may produce heatmaps on your website with Attention Insight’s Google Chrome addon.
All Attention Insight integrations are in the table below:
Attention Insight Integrations table
Brainsight AI offers just an API solution in the Custom plan. They don‘t provide any other integrations.
Logically, if you are using the Adobe package, Figma or Sketch, the integration feature is a big plus in choosing the predictive eye–tracking supplier.
Reports are a pretty important place in the predictive eye-tracking field. All of us want to get clear, concentrated, and understandable information. On the other hand, it‘s great that you can share the report with your clients or team members and you don‘t need to waste time and create it by yourself.
Attention Insight generates clear analysis reports with professional design. All information is with explanations. It‘s easy to download or share with others.
Brainsight AI has the templates of reports. According to your purposes, you can choose a template. It‘s possible to choose from three sectors; the fourth sector is coming soon:
1. Out of Home (in real life environment: billboards, shopping areas, bus stops)
2. Display Ads
3. Social Media
4. YouTube thumbnail (coming soon)
Here is the sample was chosen social media template. Generated report with Attention Score and Clarity score. Below benchmark scores diagram.
3. Price plans
Prices are one of the three top points in the process of choice. Attention Insight comes in three “flavors” to suit your needs:
- The SOLO plan is dedicated to a single individual and is an excellent value for freelancers in the design, web, UI/UX, and marketing fields. The solo plan price looks very friendly. If your needs are minimal, 20 credits per month should be enough.
- The team model is ideal for small to medium-sized businesses or agencies because you get 500 credits per month and 5 user seats.
- Creators give one-of-a-kind solutions for businesses with specific requirements. The custom plan is available too: need to contact with Attention Insight team personally and discuss details.
Attention Insight doesn‘t have annual plans and discounts for a yearly subscription. The plan is renewed automatically every month.
Brainsight AI offers four plans:
- The first one is “FREE forever”. Looks attractive. If you need to generate heatmaps very seldom and 5 images it‘s enough for you, it‘s the perfect option.
- The basic plan is more expensive, but it‘s possible to generate heatmaps of 500 images and get 5 users’ seats. Use team collaboration advantages, get a Clarity score, and support. This plan is very similar to the Attention Insight Team plan.
- Using a business plan will be possible to generate not only image heatmaps but video heatmaps, too. You will get much more than Basic plan users and additionally to use Template reports.
- Of course, businesses with specific requirements are welcome to need to schedule a call and inform the Brainsight AI team about their needs.
Brainsight AI offers a 10 % percent discount for yearly subscriptions. It‘s a clever option because the company ensures to have clients for all years. On the other hand, from the customer side, it’s a long commitment. If you change your mind or want to try another predictive eye-tracking tool, the money is not returned which you paid for a whole year.
As we see in the tables of price plans it‘s possible to choose according to needs, user seats, and additional features.
Price is not the only option for decisive selection. Choices depend on business and tool users’ needs, but no less important is important. In the technology age, we still value human communication and attention. It’s important to get help or explanations personally.
Attention Insight provides a chatbot the communication process would be quick and easy. If you want to get recommendations it‘s possible to write a message directly.
A lot of useful information it‘s possible to find in the blog, case studies, tutorials, or the answers to frequently asked questions. Obviously, Attention Insight put huge efforts into providing users with useful information. A lot of comparisons, marketing news, and tips.
For more validation, it‘s possible to read testimonials in Capterra, Trustpilot, or Producthunt. Actually, the rating and reviews are really good and people using the Attention Insight tool are satisfied.
Brainsight AI has the blog, but just a few articles, one case study, and answers to the FAQ. Unfortunately, Brainsight AI doesn‘t provide chatbot conversation. It‘s hard to find any contacts if you want to get any additional information. You must book a demo call if you have questions.
Brainsight AI doesn‘t have reviews in Capterra or Trustpilot but has in Producthunt and the testimonials are good.
Free trials are essential before deciding on the best service for your business. Attention Insight and Brainsight AI, fortunately, both provide free trials.
Both companies have very similar free trails offers. It is a free 7-day trial and enjoys access to all features. NO payment information is required. After finishing the free trial you can decide to subscribe to a paid plan or let your trial expire. Very simple and quick registration and login.
In the free trial, Attention Insight has developed a step-by-step tutorial so you don’t have to hunt for information on what to do. You’ll be given explanations at each step. A demo study can be viewed, and a chatbot can provide assistance.
Brainsight doesn’t have a chatbot, so if you need any support you have to leave a message and you will get an answer via e-mail within a couple of days.
Both companies have demo calls and it’s possible to book personal talks about individual needs.
Comparing companies’ free trials obvious that both companies offer easy and intuitive navigation, but Attention Insight put more effort into educating users and providing information. The knowledgebase is huge, with live chats, step-by-step video guides, free demo versions with experts, and webinars, so the support is at the highest level. But as mentioned before the best thing is to try.
Attention Insight free trial is HERE.
Brainsight free trial you can find HERE.
After checking free trials will be more clear about features, possibilities, and which choice is more suitable for business needs.
The end word
We can bravely declare that we live in Attention Economy. In simple words, it means more attention = more money. If you aren’t visible, you do not exist.
By combining neuroscience and artificial intelligence research, predicting tools became reachable for any kind and size of business. One of the most important tools in this category is the prediction of visual attention. Predictive eye-tracking is a huge winning for businesses, just not all companies or creators know about this possibility. Smart companies thinking about the future must take advantage of these tools. It’s important to understand that attention’s demands grow and will grow in arithmetical progression.
When you know the most attractive places in your designs you can use them to reach goals in a more effective and less costly way. On the other hand, by understanding the triggers you gain the ability to control them.
The main task of this article was to compare two predicted eye-tracking tools: Attention Insight vs. Brainsight AI. We found a lot of similarities like the type of files uploading, shareable link, working in teams, API integration, comparison, and testing designs, areas of interest, focus maps, and of course heatmaps.
After heatmaps comparisons, we noticed very similar accuracy, in spite of no possibility of finding more information about Brainsight AI research. The Brainsight AI story mentioned that the company is a product of neuromarketing research company Braingineers and uses this company data.
So, which of the two is a better tool for predicting eye-tracking?
I would be lying if I said one is better than the other. As I have mentioned multiple times in this article, personal and business preferences play a big role in deciding which is a better platform. I will repeat, it depends on your needs and you have to answer some questions about your business goals, work position, and tasks.
The main differences are in integrations, video testing, and type of reports.
Talking about the video it depends on whether you like to do everything by yourself or you prefer to send a video and get everything done.
Certainly, if you are using design platforms it‘s more convenient to have possibilities for integrations which is provided by Attention Insight.
If it is not enough for you to check only clarity score and to want to get an attention score checking your ads in the context, Brainsight AI offers to check it in the templates and get results connected to surroundings.
The price comparing section showed that are a lot of choices according to requirements. You just need to carefully analyze your demands.
True is that, take a little bit of time and check personally. Fortunately, both companies offer free trials for 7 days. It‘s enough time to compare both tools carefully.
Just one notice, to use science and technology advantages in the business always is worthy. In the attention game, you will get superiority.
How predictive eye-tracking can help in UX, testing designs, conversion rate optimization, and for better performing ads you will find a lot of articles in the Attention Insight blog.