What is an AOI?
AOIs are rectangular regions that are active for a limited time-window during the display of a Stim (for example, “the first 5 seconds”).
Using Eye-Tracking, we track participants’ visual attention (eye-gaze) entering and leaving these areas. We also calculate statistics such as % of population who entered at all and how long they viewed the AOI. These statistics can tell you a lot about which features of a Stim attract attention and therefore what is driving emotional reactions.