Please let us know if you have a question that you can't find in this FAQ section!
Brainsight is an A.I. based eye-tracking tool. It predicts visual attention (design saliency). Brainsight shows where immediate attention of viewers go to after being exposed to that image or video (initial 3 to 5 seconds), which is useful in the current attention economy to validate, analyze and optimize ads, UX and other designs. Are those elements you deem relevant noticed by your audience?
Our algorithms and prediction models are based on validated, scientific studies. In the past years, various studies have been carried out by renowned universities (MIT, Tübbingen). Based on that, predictive modelling has been carried out and enhanced with machine learning. 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, faces, etc.
As the #1 Analytics & Optimization (neuromarketing) Agency in The Netherlands, Braingineers owns thousands of (live) eye-tracking heatmaps; data that is used to for Brainsight's A.I. models.
Brainsight has an accuracy rate of 94% compared to live eye-tracking.Furthermore, Brainsight is a Braingineers product.
To measure clutter and focus within designs, heatmaps of thousands of images and videos have been calculated. When uploading a heatmap, its clarity is benchmarked against those images. The minimum (very cluttered = fragmented image) is 0, the highest 100.
With a median of 50, we advise to be above that 50-level, preferably 60 and up. Some of our clients strive for 70+, which is considered to be very good. Keep in mind that when a clarity score is high, it should contain those elements you want the focus to be on!
The Clarity Scores tells you how cluttered (fragmented) your designs and videos are. A high clarity (max 100) means that viewers focus on one or a limited number of gaze-points; immediate attention is drawn there.
Google (Search) is a great example: focus instantly goes out to the search bar, at the center of the screen, whenever people land on that page. The opposite, low clarity, stands for clutter; fragmented, scattered gaze-points (and with divided attention, lower/limited attention per item/gaze-point).
No focus means nothing stands out. According to scientific research, clutter / lack of focus is an indication for poor recollection, so when people look (kind of) everywhere they actually look at nothing in particular. In such case your design is likely too cluttered.
When is clarity good enough? What score do I need
There is no general answer to this and it also depends on the/your aim: Google has the sole purpose for visitors to use their search-bar and therefore their UX design scores very high on Clarity: the eye is drawn to the search bar in the middle of the screen.
Instead, you might want to focus on brand-recognition: a logo and a cue, and perhaps also a CTA. In general, we as Braingineers, consider a Clarity score of 70+ to be (really) good.
It leaves some room for other points to attract, but it will viewers/visitors/user guide to one or a limited number of desired areas. We believe that designs should generally not be below the median (50).
Clarity for video content
Clarity for videos is ideal for quick validations and input for optimization. A graph under the video indicates low-performing parts of the video in relation to clarity.
Check those scenes and judge how relevant they are to improve or not (i.e. more focus on certain points, such as logo, cue, product). If they are only supporting scenes and later scenes secure the attention on your targeted elements, fine; optimization might not be necessary.
Tip for optimization: use the Peekthrough option to see where attention is drawn to or leaking. Blur or highlight the (un)necessary points that compete with each other for attention.
Unfortunately this is not possible (yet). Brainsight measures design saliency: what triggers the eye / brain when being exposed to it (instant attention) and clear the image/video is to process (design clarity). Elements that influence this natural behavior are for instance color, size, contrast, position, etc.
Developments are moving fast, so feature-wise Brainsight tries to be ahead of the curve. It is up to you to judge if we succeed in that.
Apart from various (unique) features, we are mostly different from others because Brainsight is a product of Braingineers, an award-winning, Amsterdam-based Neuromarketing and neuro-usability research agency. We are proud to having been voted #1 Analytics & Optimization Research Agency of The Netherlands (by Emerce) in the past years.
This means we do not only understand technology, but we also understand your business. It is the reason why Brainsight was developed. The team behind Brainsight consist of smart technology and A.I. engineers, neuro-scientists, social psychologists and UX / marketing research experts. Working with A-Brands, we understand their challenges from a business perspective.
Also, as a neuromarketing-research agency, we continuously conduct customer-research and after years of doing that we have a d database with thousands of (live) eye-tracking heatmaps and other behavioral and emotional customer data; a unique and unmatched asset that can be applied for validations, optimization and new innovations of Brainsight.
What is it (and why do you want to use them)?
Templates have been designed to pre-test ad design(s). It shows not only how much attention goes where, but also takes its context into account; your ad will be affected by its context. A display ad will stand out more/less on a dark/light background and when few/lots of other ad space competes with your design.Use templates to run your ad design through dozens of templates in a specific category.
It analyses it on attention and clarity, including irts context and benchmarking it in relation to 1,000s of competing ads in that specific/chosen category; great for quickly determining which ad performs best in a certain category and whether to chose another design for a different category.
Template categories (more coming soon)
- Display ads: pretest ads on dozens of international websites.
- Social media ads (Linkedin, Insta, FB and Twitter)
- Out of Home (billboards, shopping areas, bus stops, etc.)
How are templates benchmarked (technique and choices)
For each category dozen(s) of templates have been chosen where around 5,000 ads have been analysed. For instance, the Out-Of-Home category contains 50-odd templates, for which each template 5,000 ads were reviewed, thus providing 50 x 5,000 = 250,000 data-points for the benchmark.
For display ads, dozens of websites were selected on # of visitors and (dark/light) themes. For the category social ads Linkedin, Facebook, Instagram and Twitter, including dark / light modes and desktop / mobile views, have been chosen.
Yup, of course. Drag & Drop your files into the dashboard / tool, or multi-upload them via the upload button. The same goes for Templates: multi-upload your images and get them back, ranked and benchmarked, within a minute or two.
Certainly! When in the heatmap screen / page, check the box on the left with the image/video details and click the download button.
Depending on your settings either it will download directly or it will open in a separate screen where you can right-click your mouse and download it.Sharing is also easy: use the ‘share’ tab (above in the horizontal menu on the right) and enable the link.
With this URL people can access your heatmap without the need for an account (read-only).
Brainsight has various options to work with / in teams. Depending on your subscription, you can share and co-work on your heatmaps / assets.
In the main versions (teams/business and Enterprise) you can create one or multiple workspaces. The number of workspaces and people in a workspace depend on your subscription.
As admin, invite colleagues/coworkers to your workspace in three clicks: go to account > workspace > invite. When they sign-up they’ll automatically join your environment.
Workspace: work together in the same space on designs or projects
Projects: project folders are public, but it’s easy to mark them as private in order not to share them with your coworkers.
Comments: in the comment section you can leave comments at heatmaps/designs on the left side of the screen to suggest with the analysis and optimization.
Share: sharing content via a URL outside your workspace (i.e. with your client or marketing agency)
When you sign-up for a trial account, all features are unlocked (note that there are some limits in times of usage).
The trial runs for 7 days, within this period you can try the tool. At any time you can decide to convert it to a paid account.
Just go to account > subscription and you will be redirected to the payment platform (Stripe) where you can pay with Credit Card.
For Business accounts is it possible to follow an administrative process of [purchase order=> invoice => payment => activiation].
Please contact email@example.com if you prefer.
Enterprise accounts are custom, depending on your / the client’s payment process. Please contact us directly if you’re interested in an Enterprise / Corporate account.