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By Insight Platforms
There’s no ranking implied by the order. For a complete list of all eye tracking platforms, browse the directory here.
Eye tracking research has become an essential tool for understanding attention and behaviour across a variety of research contexts, from UX design and advertising to consumer studies and packaging evaluation. This technology provides unbiased insights into what captures attention, influences decisions, and drives engagement.
Unlike traditional self-reported data, which captures what people believe they observed, eye tracking provides an objective measure of actual visual attention. This objectivity is important for researchers seeking to delve deeper into human behaviour. Traditionally, eye tracking demanded expensive lab setups, but advancements in wearable monitoring glasses and webcam-based solutions have made the technology more accessible. These innovations allow for remote studies at scale, broadening the scope and application of eye tracking in research.
This list highlights the top platforms offering eye-tracking solutions for market and user research. It is not an exhaustive ranking but rather a curated selection of tools showcasing the versatility and application of this technology in modern research. AI-assisted and predictive eye tracking tools are not included in this list.
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Lumen is an attention technology company offering solutions for advertisers, publishers, and brands to enhance performance with advanced attention metrics. Their software utilises the camera on computers or mobiles to conduct eye tracking, delivering insightful recommendations from anywhere globally. This enables users to strategically plan ad campaigns by focusing on media that captures significant attention.
Affectiva, in collaboration with Smart Eye, combines eye tracking with AI-driven insights to understand and predict human intentions and actions using machine learning and multimodal approaches. Their device-agnostic technology features a calibration-free eye tracking system, streamlining the process and enhancing user experience, particularly in market research. It works on-device or via cloud-based APIs and is compatible with standard cameras on mobile phones and laptops.
Element Human is a platform that measures and predicts the Human Experience (HX) using traditional and proprietary tools, from surveys to eye-tracking and emotion recognition. Their approach converts human behaviour into machine-learned empathy, enabling creators, agencies, brands, and platforms to enhance digital interactions. The platform simulates real-world experiences with Behavioural Learning Models (BLMs), allowing machines to anticipate behavioural expressions. This process enriches the understanding of audience engagement, memory, and behaviour in digital environments, offering insights into user experience.
Tobii is a company dedicated to eye tracking technology, offering a diverse suite of solutions that decode head and eye movements to derive impactful insights. Making use of webcams present on several devices, it can track interactions from users worldwide. Aside from these, their products range from screen-based, software, gaming solutions and wearable devices, meaning you can find the option that best suits your needs.
Sentient Decision Science is a company recognized by their automation of behavioural science and development of advanced implicit research technology. Sentient delivers eye tracking solutions to analyse visual attention in marketing communications. By utilising heat maps it reveals how ads, concepts, and packaging capture attention, detailing gaze patterns and duration. Their services include lab-based, mobile (using specialised glasses) and online testing.
CloudArmy is a cloud-based platform that integrates non-conscious and conscious measurement methods to provide multi-perspective insights, revealing emotional drivers affecting brand performance. Its tests use neuro and behavioural research techniques to measure responses with millisecond precision. The CloudArmy’s Reactor is a software that enables researchers to design and conduct various studies, featuring facial analysis and implicit responses. Fully web-based, the Reactor requires no additional hardware, integrating cognitive neuroscience with cloud technology.
CoolTool is a marketing testing SaaS platform that integrates non-conscious measurement tools with traditional survey-based research to provide insights into what consumers think, see, and feel. The platform offers automated solutions for package, ad, and shelf testing, and implicit brand associations. CoolTool is designed for ease of use and rapid setup across any device, with automated reporting, utilising your own devices webcam. It supports both standardised and custom research designs, delivering efficient, budget-friendly insights tailored to diverse marketing needs.
Eye Square has developed software that combines eye tracking, emotion measurement, reaction times, and neuroscience to qualitatively understand consumer signals. By analysing attention and both implicit and explicit psychological processes, it delivers concrete, detailed insights. Their services – which include smartphone eye tracking, UX online benchmarking, and online surveys – are designed for online use, enabling global access from users’ homes.
EyeSee is a behavioural research company dedicated to helping businesses understand consumer behaviour and optimise marketing strategies. They utilise a mix-method approach, combining eye tracking, emotion recognition, virtual shopping, and surveys to deliver in-depth insights. Their remote technology enables research across over 50 markets globally. EyeSee aims to provide predictive understanding for shopper, advertising, innovation, and e-commerce optimisation, creating realistic replicas of shopping environments for accurate, scalable, and effective research outcomes.
Eyetracker is a company that specialises in providing eye tracking services with customised equipment and software, without relying on respondents’ computers or webcams. They provide both mobile eye tracking, using custom glasses for real-world situations, and fixed, screen-based tracking, delivering precise analyses of how customers interact with products. This technology reveals where individuals focus their attention and measures cognitive engagement levels, offering actionable insights.
Eyeware offers AI-powered eye-tracking software compatible with webcams and 3D sensors, leveraging proprietary computer vision and machine perception AI to enhance head and eye tracking. Products include Beam Eye Tracker, which turns webcams into gaming eye trackers; GazeSense Eye Tracking SDK, for creating custom applications; and White Label Solutions, for tailored eye-tracking apps.
Eyezag is a startup offering eye tracking solutions that operate entirely online.. The system runs in a browser, requiring no installation, and uses a device’s standard webcam, eliminating the need for specialised hardware, making it a cost-effective and scalable option for researchers. Eyezag functions as a virtual lab where researchers can create, conduct, and analyse studies with ease, providing various visualisation tools such as heat and opacity maps, gaze and mouse plots, and playback, to deliver comprehensive insights.
Gazepoint specialises in providing affordable and easy-to-use eye tracking solutions. Offering both software and hardware, Gazepoint facilitates a deeper understanding of customer behaviour. Their technology uses infrared light and it’s easy to set up with computer monitors or laptops. Suitable for fields such as marketing, UX and neuromarketing, Gazepoint’s systems include features like heat maps, areas of interest, and pupil diameter measurement to enhance research insights.
Hawkeye is a mobile eye tracking lab available as an app exclusively on iOS devices, allowing it to be used anywhere with an internet connection. It allows eye tracking tests on an iPhone or iPad without requiring extra hardware. Users can conveniently test any website or image directly through the app.
iMotions operates as an IT company focused on software solutions for human behaviour research. Its hardware-agnostic platform integrates and synchronizes a wide range of biosensors, including eye tracking, facial expression analysis, GSR/EDA, EEG, EMG, and ECG. Designed as a modular system, the platform functions as a central hub for consolidating diverse biosensor data and research modules. iMotions’ eye-tracking capabilities are screen-based, enabling the measurement of visual attention on computers and mobile devices while providing over 30 detailed eye-tracking metrics.
Loceye is a user-friendly biometric eye tracking platform. It uses webcam and face-tracking algorithms to detect eye positions and movements, providing results in less than a day. Users can upload digital assets, specify target demographics, and Loceye handles global recruiting remotely. The platform generates custom reports with heat maps and other visualisations, enabling data-driven decisions to enhance visual impact and optimise digital assets like website content, ads, and images.
RealEye serves as an online research platform that facilitates webcam eye tracking without the need for additional hardware. Users can create a study using images, videos, or websites, and gather data through browser-based access on any webcam, including those on smartphones. RealEye offers multi-language instructions and connects with panels, surveys, or other tools for seamless data integration. A new feature is live sessions, where you can view participants’ screens with real-time gaze prediction, enhancing your analysis and outcomes.
Sticky by Tobii offers an online eye tracking and survey platform for evaluating design reception globally. It enables pre-testing of ads, packaging, and videos. Use pre-designed experiment templates or create custom studies. The international panel database supports your research with easy participant access via computers or mobile devices, using their integrated webcams, ensuring precise data through clear instructions and calibration. Visual insights, including heatmaps and gaze plots, assist in understanding and improving content impact and engagement.
Synapbox is a B2B platform that converts raw consumer data into standardised performance metrics and actionable insights, accessible entirely online which means it gives clients access to millions of consumers. It evaluates emotional responses, object and message detection, survey feedback, and eye tracking. This cloud-based solution only requires internet connection and a device with a webcam to operate, meaning participants can use their own computers or mobile phones.