“Desire is the desire of the other”
Lacan never tires of repeating this sentence.
Lacan never tires of repeating this sentence.
Attention is the ability of humans to select one stimulus over the other, by a mental integration of perception (sys0), emotion (sys1), and cognition (sys2) to fulfil the desire.
Which products do consumers actually see, how long do they look, and does that attention drive trial intent? InContext Eye Tracking solved this by running SEAL inside a live simulated Instagram feed, on participants’ own smartphones, with no screen recording, and no app required. Participants engaged with the Instagram in-feed ad using a simulated Instagram feed. The ad was inserted in the third position in between native general interest content.
PepsiCo’s iconic chips brand Lay’s decided to go for a drastic package redesign at the end of 2025. The redesign is quoted to be the “Biggest redesign in [Lay’s] history”, and its main goal was to highlight the natural components and origin of the product. The new design choices touched the logo, typeface, imagery and colors, and were worked out closely with consumers. We wanted to find out if the new pack design translates into elevated sales in a real online shopping scenario. Interested in how we provided a complete solution for brands to understand shopper behavior and attitudes?
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User-generated content (UGC) has become a standard tool in e-commerce marketing. Brands add customer photos, reviews, and videos to product pages assuming it builds trust and drives sales. Most brands though have no idea whether their content is being seen, how shoppers engage with it, or whether it influences purchase decisions. Without behavioral data, you are optimizing blindly.
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A quick, powerful and beautiful appearance pays off to get the most attention for your social video ads. This comprehensive smartphone-eye-tracking study offers the key to successful social ads in different channels.
For this whitepaper, our team analyzed an ad from Deutsche Bank.
In this paper, you will learn more about eye square tools and data used in this project.
You will also learn why it is positive for a brand to add as much emotion as possible to its advertising.
In this paper, you’ll learn all about attention in the advertising world.
Why does a digital video generate the most attention? Why do some ads attract more attention than others? To what extent does it differ from platform to platform? Are there attention changes due to different screen sizes?
These and a lot of other questions will be answered in this paper.
Media moments become shorter. More than 62% of media perceptions are short (< 2.5 seconds). Nevertheless, as shown in the main results of eye square’s extensive meta-analysis, good creations can still leave an impression in the memory if the user’s attention is understood as a gift.
See how McDonald’s mathematics teaching successfully links to burgers. The distributed attention on this heatmap shows that the participants are confused by the high information density. Three burgers, three prizes, the slogan, legal lines and brand logos – that’s too much for the viewer.
You have questions or feedback regarding our studies, whitepapers or case studies? We’re here to help and answer any question you might have. We look forward to hearing from you. Get in touch!
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