Q: Who uses Attention Tool®?
A: Marketing professionals use Attention Tool® and that is from product design to marketing research. Attention Tool® will help the marketing team to maximize the print as performance / effectiveness by delivering data in a very fast, efficient and meaningful way.

Q: What do I need in order to get started with Attention Tool® software?
A: In order to run a test you need the following equipment: Attention Tool® software, Attention Tool® credits, a Tobii or SMI eye tracker, a stationary computer or notebook with USB and built-in Fire Wire ports, and two screens.

Q: Where do I receive the eye tracker from?
A: The eye tracker can be purchased or leased directly from iMotions.

Q: Can I use Attention Tool® without an eye tracker?
A: In order to conduct a study you need an eye tracker. However, you can create a new study and analyze data without an eye tracker.

Q: Which file format does Attention Tool® support?
A: Currently Attention Tool® supports images in JPG and BMP formats and movies in WMV.

Q: Is it possible to test respondents with glasses?
A: We do not recommend testing respondents with glasses because a pair of glasses reflects a glare and that would interrupt with the Eye Tracker and the test. Contact lenses do not interfere with the Attention Tool®.

Q: Can Attention Tool® test on moving images such as movies or TV commercials?
A: Yes, Attention Tool® can test on both still images for print advertisement such as ads for magazines, journals, etc. and moving images.

Q: How many people can I test at the same time with Attention Tool®?
A: Attention Tool® works with the Eye tracker and therefore only one respondent can be tested at a time – in other words one person at a time can look at the monitor. NOTE: the test itself can be as short as 10 minutes (depending on the number of stimuli or length of movie). Attention Tool® measures the Visual Attention and Emotional Response at the same time.

Q: What kind of environment do I need for performing a test with Attention Tool®?
A:You need a quiet, non-distracting, comfortable room with the possibility of either observing the respondent directly in another room or actually filming the test.

Q: How much does Attention Tool® cost?
A: Attention Tool® software has a monthly maintenance fee, and on top of that you purchase credits. The number of credits needed depends on the number of stimuli you want to test and what kind of results you want. Two credits are required for a stimulus measuring both Visual Attention and Emotional Response; while one credit is required for measuring only Visual Attention.
If a study consists of 5 stimuli it will consume 10 credits for measuring both Visual Attention and Emotional Response or 5 credits if only Visual Attention is chosen to be measured.
The credits will be deducted after the first respondent is successfully tested and then the study can be used indefinitely without having to pay more money.

To test moving images, the payment is depending on the length of the movie: 3 credits for up to 90 second exposure, 4 credits for up to 3 minute exposure, 5 credits for up to 15 minute exposure, 6 credits for up to 30 minutes and 8 credits for plus 30.