Since you arrived it has logged where your attention went, what held it and what you skipped. That is only your cursor. System-0 reads the eye itself: a direct signal from the brain circuits behind perception, emotion and decision.
Cursor and scroll only. No camera. Nothing leaves your browser.
Both ways of testing consumers depend on effort from the person being tested. Effort changes the answer. Real decisions are made without it. That is why what people say in research and what they do at the shelf keep coming apart.
One-to-one interviews and focus groups. People explain choices they never consciously made.
High effort. Considered answers.Surveys, and actions such as shares, comments and likes. Counted after the decision, not during it.
High effort. After the fact.EEG and fMRI. Real signal, but only inside a lab, on costly equipment, with a small sample.
Expensive. Few people.Psychology describes two ways the mind handles a decision. Both are already processing. System-0 measures what happens first.
Conscious, analytical reasoning that takes effort and reflection. This is what a survey records.
Automatic, subconscious emotional reactions and quick mental shortcuts.
A direct channel to the brain circuitry involved in perception, emotion and decision making. Unmediated by conscious or unconscious thought.
Two packs for the same product. You get five seconds, then one purchase-intent question, the kind every pack test asks. We compare your answer with your attention.
A cursor is a rough stand-in for gaze. System-0 measures the eye, through a tablet camera. Halden is a made-up brand.
| Metric | Pack A | Pack B |
|---|
Oculometrics are measurements of how the eye moves, how the pupil changes and how we blink. Nobody controls them on purpose. Pick one and watch it.
Illustration. Timings shown are examples, not study data.
Does the creative attract attention?
Does it hold attention?
Is it visually sticky?
Does it elicit trust or arousal?
Does it elicit fear or a nervous response?
Is the emotional response positive or negative?
Is the consumer confused by any element of the creative?
Does the creative stand out against competitors?
An expensive package redesign, before the print run.
The name of a new product, before it goes on anything.
Compare cuts and creative routes on response, not recall.
The one photo a whole campaign will run on.
That's it. Recent AI and algorithms capture oculometric responses accurately in real environments, without labs, expensive equipment or cumbersome protocols.
The data and insights plug into the testing and measurement workflows your team already runs, and can be combined with IAT-style tests (implicit association tests).
Created by the pioneers who built modern neurology.
Hundreds of studies show that oculometrics are an accurate and effective way of measuring how brain circuits respond.
Recent AI makes it possible to capture those responses accurately outside the lab, in real environments.
Results fit into existing marketing and measurement workflows.
Nobody asked you a question. This is what the page learned anyway, from a cursor and a scrollbar.
Bring the pack, the ad or the name your team is about to sign off. A tablet, a camera and 10 minutes will tell you what your respondents cannot.