iMotions is a software company that is headquartered in Denmark with additional offices in the US and India. iMotions develops an emotional sensitive software tool that directly measures, records and analyzes consumers’ emotional response to visual stimuli. Attention Tool® helps advertising and marketing companies to maximize the print ad performance / effectiveness. Nowadays the ad has to reach the consumer on an emotional level in order to understand consumer behaviors. Strong pleasant emotions create a strong pleasant identification with the brand and higher re-purchase.