Databrain LAB
Screen-based eye tracker
Analyzing visual behavior on screen.
El Screen-based eye tracking reveals precisely what consumers see, where they look and how long they pay attention while interacting with digital stimuli: ads, websites, e-commerce, virtual packaging, apps or video. At Databrain we use this technology to map visual attention in real time and produce insights that matter for marketing and innovation.
What do we measure?
Time to first fixationwhat catches the eye in the first seconds.
Areas of interest (AOIs)which elements draw attention and which are ignored.
Attention durationhow long the eyes stay on each part of the screen.
Heatmaps and scanpathsa visual representation of exploration patterns.
Fixation counthow many times the gaze settles on each element, an indicator of attention intensity.+ Industry standard
Impact ratiothe percentage of people who actually fixate on each element (how many see it, not just for how long).+ Industry standard
Features
Multi-format analysis
Images, video, websites, e-commerce, virtual packaging and apps.Heatmaps and gaze replays
Attention visualization and playback of the visual journey.Static and dynamic AOIs
Measurement on specific elements, even in moving stimuli.Automated metrics
Attention, fixations, revisits, duration and impact ratio, all computed automatically.Website and e-commerce testing
Assessment of navigation, layout and friction points.Mobile eye tracking
Testing on phones and tablets mounted on a stand.Quality control
Calibration and recording quality validated in every session.Data export
Raw data and metrics in accessible formats for analysis.AI optimization
Recommendations to improve the creative, to neuroscience standards.Benefits for market research
Optimize advertising creatives before spending on media.
Validate websites, e-commerce and apps to improve user experience and conversion.
Test packaging designs and digital layouts to increase visibility and brand recall.
Measure video ad effectiveness and pinpoint where attention drops.
Frequently asked questions
What is screen-based eye tracking?
Screen-based eye tracking measures where a person looks, in what order and for how long, while viewing a stimulus on screen: ads, websites, e-commerce, digital packaging, apps or video. It records and analyzes visual attention objectively, without relying on what the participant says.
How does screen-based eye tracking work?
A sensor below the screen emits infrared light toward the eyes and records the reflection on the cornea and pupil. From that reflection, the system computes the exact gaze point on screen, dozens of times per second and without any contact with the participant.
What is screen-based eye tracking used for?
For everything that happens on a screen with the viewer seated in front of it: ad and creative testing, website and e-commerce evaluation, packaging and digital layout design, and app UX analysis. It also covers phones and tablets on a stand.
How does it differ from eye-tracking glasses?
Screen-based eye tracking measures attention in a controlled setting, in front of a screen. Eye-tracking glasses measure visual behavior in real, moving settings (retail, streets, physical spaces). They are complementary, depending on the study's goal.
What metrics does screen-based eye tracking deliver?
Among others: time to first fixation, areas of interest (AOIs), attention duration, fixation count, heatmaps and scanpaths, and the impact ratio (the percentage of people who fixate on each element).
Databrain
Find out what your consumer actually looks at.
Screen-based eye tracking reveals where attention lands, in what order and for how long. Combined with EEG, GSR, facial coding and ECG, it feeds into Databrain's integrated view to understand not only what people look at, but what they feel and why they decide. Book a demo
Research
Publicaciones científicas con eye tracking de pantalla
VISUAL SALIENCE OF WINE LABELS: EVIDENCE FROM ATTENTION METRICS
MARKETING IDENTITY: POWER(S) OF COMMUNICATION (2025) View publication →
THE POWER OF MARKETING ALONG THE CUSTOMER JOURNEY: INTEGRATING NEUROMARKETING AND TRADITIONAL RESEARCH METHODS
MARKETING IDENTITY THE POWER(S) OF COMMUNICATION (2025) View publication →
An Interdisciplinary and Integrated Methodological Framework to Analyze Aesthetic Experience in Music Performances
SAGE Publications (2026) View publication →
How do attention and emotion drive donations in charitable crowdfunding? An empirical study of users’ cognitive and physiological responses to image content.
European Journal of Information Systems, 1–22 (2026) View publication →
Poker face and steady voice: Gender and reactions to emotional neutrality in crowdfunding
Journal of Business Venturing Insights, Volume 25 (2026) View publication →
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