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Neurons is the world’s leading consumer neuroscience company. Since 2013, Neurons has worked with Fortune-500 companies such as Google, Coca-Cola, Mercedes, Capital One, and Ikea to optimize every part of their customer journey, including advertising, retail, user experience, innovation, tech, and beyond. Neurons offers a suite of neuroscience products that comprise Predict, a consumer behavior prediction AI tool, and Explore, a continuous discovery solution for testing the commercial performance of assets with real user data. Neurons’ tools assess and measure the attention, emotional resonance, cognition, and memory that any asset exacts in any digital context.
When scaling their online advertising testing tool Explore, one challenge Neurons faced was the collection of high-quality, scalable eye-tracking data, crucial for extensive online advertisement testing
Traditional eye-tracking methods require expensive equipment, trained personnel, and physical labs, which significantly limits the sample size and opportunity for fast turnarounds.
Integrating scalable eye-tracking into Explore seemed essential for providing clients with a more comprehensive and convenient method for creative evaluation, placement analysis, and measuring ad impact.
"When Neurons approached us with their challenge, they were well-prepared, with a solid understanding of the technical aspects. They had carefully considered both the potential and the limitations. What really made the collaboration effective was the excellent teamwork between our tech departments. Their thorough groundwork and our combined technical insights ensured the project's success" , said Adam Cellary, CEO of RealEye.
Neurons discovered RealEye, an online research platform employing webcam-based eye-tracking technology to monitor participant gaze. In collaboration, RealEye and Neurons developed an initial concept into a bespoke plugin for Neurons' Explore solution.
The goal was to test ads placements without interacting with the customers’ live website. The challenge in testing websites at scale (and aggregating the results) is the wide range of testing devices that test participants can use during the study (they can participate from smartphones, laptops, or tablets) and aggregate the data for all of them in a single place. The solution was to allow testing of HTML-based mockups that look exactly like end-customers' websites with a dedicated SDK. This set of tools would map desired areas into Areas Of Interest (AOIs) for eye-tracking and merge the data between all the devices “on the go” while automatically observing the HTML document.
This plugin empowered Neurons to gather eye-tracking data using any webcam through a web browser, facilitating the conduct of eye-tracking studies in online or advertising contexts, including the testing of social media, websites, and apps.
“RealEye and Neurons have collaboratively crafted a custom plugin for Neurons' in-context ad testing solution. This innovation with the implementation of the capabilities of RealEye allows Neurons to collect eye-tracking data on a large scale from the global market. Utilizing the Neurons Explore in-context testing solution, it's now feasible to effectively measure ad attention across a variety of major social and digital platforms. This partnership has significantly strengthened the capabilities of Neurons' Explore solution, transforming it into an even more powerful tool for market insights and enabling rapid, efficient market research delivery .” - said Niclas Debois, Head of Project Management Office at Neurons
The RealEye plugin enhances Neurons' existing capabilities in analyzing emotions and motivations, by adding a crucial dimension of attention tracking. This enables Neurons to offer their clients a more complete solution for in-context ad testing, providing deeper insights into the full spectrum of consumer responses, including their emotional, motivational, and now, attentional engagement with advertisements
Want to have your ad creatives or placements tested?
Or want to try the leading predictive eye-tracking AI?
Connect with Neurons at: https://neuronsinc.com
Want to create a custom solution for your case with RealEye?
Connect with as at: https://www.realeye.io/contact
