NEWS4 July 2012

MediaScience taps iMotions for eye-tracking analysis tool

North America Technology

US— MediaScience has agreed a deal with iMotions to use the latter’s eye-tracking analysis software, Attention Tool, to assess audience response and engagement with TV programmes and ads.

Attention Tool will be put to work in MediaScience’s existing lab in Austin, Texas, where the company already employes a range of eye-tracking hardware.

The two firms will also collaborate on the development of other as-yet-unspecified eye-tracking products.

MediaScience CEO Duane Varan (pictured) said the iMotions deal “allows our researchers to focus their energy on analysis rather than data collection. It is a major step forward in bringing greater scale to our research.”