John Wanamaker, the father of modern marketing, said, “Half the money I spend on advertising is wasted, the trouble is I don’t know which half”. Today, he would be very surprised because we have a lot of tools counting our advertising effectiveness. On the other hand, we are going further. Artificial intelligence, machine learning, and nowadays subset of machine learning – deep learning let us count and predict attention. It is possible to know what exactly grabs attention, the percentage of keeping it, and even what sequence.
According to this, it‘s possible to reach our goals easier and in a more effective way. It‘s become extraordinarily important because catching attention means being the winner in the attention race. In simple words – more attention means more customers and more success in the business.
Having a lot of software, technologies and tools support us with other problems – how to choose the best. It‘s especially important in the prediction of attention. In the market, there are plenty of offers with different features, prices, integrations, support, and other things which make our choices longer and harder.
For this reason, here we will be comparing two predicted eye-tracking tools:
Mostly, when we start to look for new tools or software, we pay attention to features that are necessary for us, as well as prices. If these two things are appropriate we start comparing other points. Logically, if features or prices are not appropriate for us, we are not interested in making a deeper analysis. But generally, we forget one super important thing – accuracy. No software or technology will be useful for us if we don‘t pay attention to accuracy. For this reason, we start Attention Insight and Feng-GUI comparison analysis from this point.
The Accuracy of Attention Prediction
While price and features are very important, it is mandatory not to close your eyes to accuracy. Logically, if you sacrifice accuracy, you won‘t reach the results you want and will just waste time and money.
Accuracy is one of the most complicated points when we are talking about artificial intelligence. To check the percentage of accuracy in the company’s web pages or documentation it‘s not hard, but it‘s important to dive deeper and check how accuracy was counted, according to what model, methodology, benchmarks, and algorithms, as well as to check samples and compare it with the real eye – tracking.
|AI Accuracy vs. Eye Tracking||Attention Insight||Feng-GUI|
|Accuracy||90 - 94,5%||92%|
|Model evaluated by MIT Saliency Benchmark||YES||YES|
Feng-GUI testing methodology is based on over 50 years of scientific research: live eye tracking, neuroscientific research, and cognitive science. The algorithmic model incorporates live eye-tracking results: measures, benchmark, compare and tune the analysis with eye-tracking data sets. The data sets contain thousands of images viewed by hundreds of participants. Stimuli include 4000 images, 200 from each of 20 categories covering different types of scenes such as cartoons, art, objects, low-resolution images, indoor, outdoor, jumbled, random, and line drawings.
Massachusetts Institute of Technology (MIT), has reviewed the accuracy of the Feng-GUI attention algorithm as part of its Saliency Benchmark Accuracy. Feng-GUI reports closely (92%) resemble a 5 seconds eye tracking session of 40 people.
Attention Insight uses deep learning – a new generation subset of machine learning based on artificial neural networks which work like human brains and can solve complex tasks. The Attention Insight deep learning algorithm has been trained on 30,800 images from real eye-tracking studies, plus additional 24,000 image data sets, and evaluated by the MIT Saliency Benchmark proving the accuracy of 90-94,5 %.
Below we can see Attention Insight and Feng-GUI MIT Saliency maps‘. They are pretty different – Attention Insight looks very concrete, Feng–GUI has a lot of spots and is not concentrated.
The best way to compare the accuracy and to see it very precisely is to check real eye-tracking heatmaps which will be our benchmarks with heatmaps of our analyzing tools. The first comparing study: a website.
The real eye-tracking study reveals that the main focus is on the larger font in the center of the image, with a minor focus on the middle of the face. Attention Insight demonstrates the primary and the strongest focus on the face, followed by the information field and e-mail form. Feng-GUI shows us the most attention on the face and e-mail confirmation form, after that the larger font, and the area of the right top corner of the page.
The strongest attention area is the largest font in the middle of the page. Real eye-tracking and Attention Insight data coincide in this place but Feng–GUI shows slightly different results. On the other hand, a lot of spots of green color show that attention is divided and we have more possibilities for interpretation.
Another comparing study: a package.
The results of real-eye-tracking and Attention Insight are strikingly similar. The information in the package’s center receives the most attention. The information in the corner also draws attention, though not as intensely as the information in the center.
In this comparison, Feng – GUI demonstrates that the strongest attention area is a few small spots in the different places on the package. As in the first example, the heatmap is more extensive and less concentrated. According to this model, a lot of areas attract a little attention and it‘s not clear where the strongest attention is. If you would like to make the corrections to the package you should be confused seeing this heatmap, especially seeing the strongest attention spot on the package corner side.
The third comparison study: a poster.
Attention Insight’s predicted eye-tracking heatmap, like the previous two samples, is very similar to real eye-tracking data. The emphasis is on the same areas, and we are shown the same places that are attracting our attention. The area receiving the most attention, based on color intensity, is the header. The woman’s face, slogan, and logo all draw attention, too.
The Feng–GUI heatmap shows that the main focus is on the woman’s face. The heading, information field, and slogan all demonstrate a possibility of attention, too. Furthermore, almost every area of the poster indicates the likelihood of attracting attention just in the different levels, depending on the color. It leaves more room for interpretation than Attention Insight, where areas are highlighted and the results are clear and similar to the real eye-tracking. Like the samples before, Feng–GUI shows us a lot of separate spots and the correct data analysis is complicated.
When we compare Attention Insight and Feng-GUI heatmaps on a webpage, poster, and package sample, we see that Attention Insight has higher clarity and has more similarity to the real eye-tracking benchmarks. Feng–GUI shows a lot of separate spots and the interpretation of results is complicated. No doubt, it’s much easier to take correct solutions when you have a clear and concentrated heatmap.
Attention Insight heatmaps are concentrated and Feng-GUI heatmaps are with a lot of separate spots. Comparing these samples with the MIT Saliency Benchmark we see that the view is really similar.
While predicted eye-tracking heatmaps are visualization of our attention and give us useful insights, we have to compare other features to form a common view about tools.
Feature Sets of Predicted Eye-Tracking Tools
Different features are required for different purposes or working fields. It has one of the most significant effects prior to decision-making.
Both companies provide us not only with predicted eye-tracking attention heatmaps but also:
The Areas of Interest. AOIs report provides a percentage score representing the predicted probability that a person will look at the area. 0% means no attention at all, and 100 % means that this area will be most noticeable. Most attention is located at areas with more or longer fixations. The visualizations of Attention Insight and Feng-GUI areas of interest are in the samples table below.
AOI is marked and counted percentage in both companies, but we can see some differences. If we mark the same areas of interest for us manually, we can see that Feng -GUI shows the attention probability. It means, how many percentages of the area are important and noticeable. Attention Insight divides the value of 100 % percent into the areas of interest and gives us a concrete percentage of AOI. It‘s very clear when you want to find the best place for the most important information.
Feng – GUI AOI
Feng – GUI areas of interest
Attention Insight AOI
Attention Insight areas of interest
On the other hand, Feng-GUI provides us with AUTO Areas of Interest functionality. Automatically you are getting the visualization and percentage of AOI. Just, like in the sample below, the Auto AOI shows attention probability and it‘s not very clear which place exactly gets the most attention. If we compare the same poster Feng-GUI manual AOI and Auto AOI we notice that the „just face“ area and „face area with the body“ show us 100 % percent of attention probability.
The same with heading text. We see an 81 % percent probability if we mark just the heading and the same percentage if we mark the heading and text below. It‘s hard to find the strongest and exact attention place. Seeing these areas of interest we still have areas of guessing and interpretation.
If we mark the same areas of interest with the Attention Insight tool, we see the concrete percentage of the concrete area which we mark. So it‘s easy to understand which area gets the most attention, which the second and etc. For example, the face area gets 21,4 % percent, but the body area below the neck doesn‘t get attention at all, differently than Feng-GUI where is shown the same attention level “just face” and “face with the body”.
Attention Insight provides Auto AOI too but just call to action buttons. Other areas of interest you have to mark manually.
Feng – GUI Auto AOI
Feng – GUI AOI (manually)
Attention Insight AOI (manually)
- Focus maps or according to Feng-GUI opacity maps mute unappealing information and visually depict what your viewers may perceive during the first few seconds of visual inspection. The most transparent areas are those that attract more attention. Reports provide a graphic representation of the strengths and weaknesses of your design. To find out what focus/opacity maps look like check out the examples below.
Feng-GUI OPACITY map
Attention Insight FOCUS map
Clarity score. More areas increase complexity and reduce clarity. The value ranges from 0 to 100. A high score means that the design is clean, simple, and clear. A low score means a highly confusing, complex, and cluttered design.
Below are Attention Insight and Feng – GUI clarity score visualizations. The results are very similar: Attention Insight shows a clarity score – of 77 % percentage, Feng – GUI 79 % percentage.
Attention Insight clarity score visualization
Feng-GUI clarity score visualization
Feng–GUI adds two additional points:
✔ excitingness score – how exciting, colorful, and interesting the design is.
✔ balanced score – symmetrical, balanced, and harmonic the design is.
- Shareable URL. Both companies provide us with this very convenient action which enables you to copy a link to the reports and share it externally with your clients or team members.
- Uploads. It means that it’s possible to not only easily upload images but also to enter a web address and get a site view directly. It‘s especially convenient for website analyses.
- Both companies provide compare action. It enables you to compare several reports and it‘s very convenient when we want to check a few designs in one moment.
Overall, Feng-GUI and Attention Insight are well-matched in terms of feature set, but for convenient checking, a variety of features will be listed in the table below, so that it is easy to find touchpoints that are important for different types of businesses or a working field.
On the other hand, as we see in the table not all features are the same in both companies. We found a few differences such as plugin access, app, and mobile, video, gaze sequences.
Attention Insight takes a lot of attention to convenient use and provides different integrations, which you can see in the table below.
|Areas of Interests||Yes||Yes|
|Auto AOIs||Yes (CTA buttons)||Yes|
|Percentage of Attention||Yes||Yes|
|Clarity range recommendation||Yes||Yes|
|Focus (opacity) Map||Yes||Yes|
|Current View analysis||Yes||Yes|
|Full Page analysis||Yes||Yes|
|Work in teams||Yes||Yes|
|App and mobile||Yes||-|
|Downloadable Study Report||Yes||Yes|
|Shareable Study URL||Yes||Yes|
|Allowed filetypes||jpeg., png., webp.||jpeg., png., mp4|
|Attention heatmaps for video||Yes (Video heatmaps feature is available upon request. The test is performed by Attention Insight team)||Yes|
On the other hand, as we see in the table, not all features are the same in both companies. We found a few differences such as plugin access, app, and mobile, video, gaze sequences.
Attention Insight takes a lot of attention for a convenient use and provides different integrations, which you can see in the table below.
|Attention Insight integrations|
Attention Insight extensions
Feng-GUI doesn‘t offer integrations at all, just API function. This means that you can integrate your own program with Feng-GUI services, but you won‘t get access to Adobe programs, Chrome Extension, Figma, or others. Feng-GUI API partners vary from digital marketing agencies through e-mail-marketing vendors to packaging design creators.
Another difference between companies: mobile. Attention Insight uses analysis types: desktop, marketing material, shelves, packaging, or mobile. Feng–GUI doesn‘t focus on mobile at this moment. Otherwise, this company offers easy VIDEO analysis reports like attention heatmap video, opacity map video, and gaze plot video with business or enterprise plans.
Attention Insight video heatmap analysis is performed by the company team in less than 24 hours after the request and receiving the payment but at this moment you can’t do it by yourself.
Attention Insight misses gaze plot and the main reason is the doubt that there is a correlation between the main attention-getting places and gaze sequence. Feng-GUI the gaze plot report displays the order, sequence, and duration of gaze fixation and offers it as an additional report.
Everything depends on your needs and working field, but all we know is the best way not to read, but to try. Fortunately, both companies offer free trials.
Free trials testing
Free trials are critical before deciding which service is best for your company.
Sign up at https://app.feng-gui.com and get 10 free analyzes and a one-month plan. Pay attention, you should use a COMPANY email address – Gmail account, or other free email type accounts will not automatically receive the evaluation coupon, and you will have to contact sales and ask permission from them individually. Of course, it‘s not convenient if you want quickly check different tools and make decisions.
Attention Insight free trial you can get HERE. The offer is a 7-day free trial with access to all Team plan features. After an expired trial period, you have the option of subscribing to a paid plan or letting your trial period expire.
While testing free trials, it‘s possible to compare reports that you can get too. Attention Insight prepares the report with a focus map, clarity score, attention heatmap, and percentage of attention. Presents technology, accuracy, and explanations. Everything is esthetically submitted. You can download a pdf. format report or PowerPoint presentation where is possible to edit the report, and add additional explanations or notes for colleagues or clients.
Feng-GUI prepares very similar reports which you can download like pdf. file, where is the full report with heatmap, gaze plot, opacity map, areas of interest, aesthetics report, and fixations data table. Every report has explanations too, just the company doesn‘t pay a lot of attention to aesthetic report visualization. If you need just one report, you can download a separate file, for example just heatmap, or it is possible to download all files in png. format as a Zip folder.
Attention Insight report sample
Feng – GUI report sample
After tools testing, you will have a common view about functions, user experience, and reports so we can start comparing the third point of the most important categories: plans and prices.
Plans and prices
Today, very often we can hear that attention is the new currency and it‘s absolutely true. It‘s a direct correlation between attention and money. For this reason, successful companies use AI-powered tools to reach customers’ attention. The good news is that it‘s possible not for big and rich companies like a few decades before, but every company and even freelance or solopreneurs, if you choose the appropriate tools. Here we will compare Attention Insight and Feng-GUI plans and prices.
First of all, Attention Insight cares for different types of clients and they offer different solutions depending on your possibilities. If you are a freelancer, solo ar very small company you can choose a Solo plan for a very friendly price. If your team is not bigger than 5 members you can choose a Team plan. If you have unique requirements, the best way is to contact the Attention Insight team and you will get personalized solutions according to your needs.
Feng-GUI company is oriented to the teams and bigger companies. They offer a nice price for more quantity of users, of course, if you commit for at least one year using. Of course, it‘s a good way to attract customers for longer use. If you are a solopreneur, or just a freelancer the price is pretty high and you don‘t get all access, for example – the video or reporting custom pdf.
Support and user experience
Even if you are a beginner, the Attention Insight and Feng-GUI predicted eye-tracking tools are simple to use essentially.
Attention Insight registration and login are simple and quick for every user. Free trial procedure and navigation are straightforward. Help is available through a chatbot and instant responses. Attention Insight has prepared a step-by-step guide in the free trial so you don’t have to look for instructions. Every step is being explained to you. It is possible to look at a demo study or get assistance from a chatbot immediately.
The company prepared a very rich knowledge base and answers to frequently asked questions. Still, for a clear and easy understanding of how to use the Attention Insight platform, and get explanations you can check the article „ How to use Attention Insight App“. If it‘s not enough for you, you can get a free demo version with an expert.
Feng–GUI free trial testing procedure is simple just if you have Company e-mail ( Gmail or other free type accounts are not acceptable and require personal contact directly to Feng-GUI team). After registration, you get an e-mail with login information and resources that might help you get started, like – a product guide, step-by-step video tutorials, and answers to frequently asked questions.
After login, the process is clear, easy to navigate, and understand too. However, if you have any additional questions you won‘t have the possibility to ask quickly using a chatbot, you have to write an e-mail to the support team and wait for an answer.
In principle, the user experience with these tools is positive and it‘s easy to use.
Testimonials and ratings
As we talked about at the beginning the three main evaluating points are accuracy, features, and prices. These pillars were compared, and now it is time to put the last dots before the decision-making.
Testimonials are very useful because we need more approvals, want to know what to expect, want to hear from real users, and compare the pros and cons.
On the web page of Feng-GUI, we can find a lot of positive testimonials from well-known marketing experts, photography, academic and nonprofit organizations. The long list of clients, brands, partners, memberships, accreditations, certifications add value and show reliability. But to find reviews or ratings on the different pages on the search are not possible, even such like Trustpilot or Capterra.
Attention Insight is a much younger company but has a lot of high ratings and reviews on different pages on the search. In the quick view, you can find more than one hundred testimonials on the independent web pages. The score is not less than 4,5 from 5 stars. On the web page, it‘s possible to find good testimonials too, reached results, case studies, and partnerships.
All additional information about tools, testimonials, and ratings consolidates the image of companies and can be the determinant factor for the reason of choosing, especially, then other points like features or prices are pretty similar.
To sum it up
Advertisers and agencies can use the Attention Insight or Feng- GUI services to measure the visual performance of campaigns before they air by analyzing levels of attention, brand effectiveness, and placement, as well as how individual ad elements are perceived.
Today it‘s very important to recognize where users’ attention will be drawn to your designs, to check are on track to meet your objectives and guide the user all the way to conversion, determine whether or not visual elements will be seen.
On the other way, the best way to persuade that it‘s useful is to talk about time and money. Using predicted eye-tracking tools it‘s possible to eliminate any costly design flaws before releasing them to the public. You can reduce visual clutter and prioritize key information, ensure that users understand the message, increase user engagement with your design.
If you understand the advantages of predicted eye-tracking tools, finally you just need to choose the best option for your business and needs.
Based on the analyzed data, it is important to note that both tools -Attention Insight and Feng – GUI have similar offerings in terms of features, design analyses, heatmaps, areas of interest, focus maps.
However, Attention Insight uses the deep learning method – the newer substitute of machine learning and for this reason, the heatmaps are more concentrated and clear. It’s easier to understand, get insights and make corrections.
For a wider understanding of Artificial Intelligence, it’s possible to read the article „What Artificial Intelligence is and how does it work for creative industries?“
After analyzing sample posters, webpages, and packages with predicted eye-tracking tools and comparing them to real eye-tracking data, the Attention Insight conformity of heatmaps obviously more accurate. While the percentage of accuracy is pretty similar, visual clarity is different.
Both companies can boast good testimonials and can proud to offer a great user experience. According to this, the predicted eye-tracking process is easy for everybody, even for beginners – sharable URL, easy uploads, API, auto areas of interest, clarity score, and a lot of other additional features which demands depend on your business needs.
The plans and prices are oriented to different needs and business types. The same is with extensions, if you are working with Adobe programs, using Chrome, Figma or Sketch it‘s important to get easy access to them, for this reason, these plugins integrations are a good advantage in the Attention Insight side. Otherwise, if your work field is a video creation and analysis, it’s an easier way to use Feng- GUI tool.
Still, it‘s possible to try free trials and check your OWN designs and select the most appropriate tool according to your needs and business goals.