A Closer Look at iMotions Eye Tracking

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Eye Tracking

As previously covered, eye tracking is a tool that is becoming increasingly popular for a host of digital marketing issues. Including conversion rate optimisation.

The original post covered specific eye tracking and facial recognition solutions that have sprung up in recent years. Here we’ll see how eye tracking technology can be useful for boosting conversion rates.

The software is called iMotions.


One of the primary things that sets iMotions apart from other human behaviour research solutions is its ability to integrate across various different technology platforms and different data collection methodologies.

In our previous post, one of the main points that was made is that while the ability to track where an individual’s eyes are moving is very valuable. It is not enough to provide the full picture per se.

Even when combined with facial recognition technologies that code for emotional response. Eye tracking is not a perfect predictor of sales or of other behavioural outcomes of interest.

One of the most attractive features is that the technology includes a software platform. It allows for simultaneous recording of a variety of different biometric sensors.

What Does it Cover?

The iMotions platform covers eye tracking, facial expression analysis, EEG, ECG, EMG, and galvanic skin response (GSR) as primary data collection sources. It also allows for cross-platform integration with over 50 additional sensors.

Additionally, iMotions allows for both mobile and remote use of several of these different biometric sensors. In the image below, you’ll see a research participant equipped with multiple different biosensors performing a live, in-store test.

Image of eye tracking monitoring and eye tracking glasses
Source: iMotions

While the use of EEG and eye tracking are specifically mentioned, the test could just as easily include skin conductance or other biosensors.


With both mobile and remote tracking, as well as the ability to easily integrate across a variety of different biometric data sensors. IMotions provides researchers the opportunity to perform human behaviour research across a variety of different platforms for a variety of different purposes.

On the website, iMotions lists applications including human behaviour research, neuromarketing, psychology, human-computer interaction, medicine and health, virtual reality, neuroscience, and engineering. Also, iMotions has headquarters in both Copenhagen, Denmark, and Boston MA, United States. The technology has been utilized in research laboratories across the world.

The usefulness of iMotions extends primarily to its ability to provide information that goes above and beyond eye movements.

One of the main themes at Conversion-Uplift is the idea that the consumer is not always aware of what they are feeling. IMotions simplifies the process of collecting data not only on where an individual is looking and when. But also provides data from sources like facial coding, EEG and skin conductance that gives an idea of the individual’s level of arousal and their emotional state.


In conclusion, iMotions is one of only a handful of solutions that has the ability to integrate across various different biometric sensors and give a more holistic picture of consumer decision making.

In the ever-expanding toolbox of the digital marketer, iMotions can be a useful tool for answering a variety of different in-house human behaviour research questions. Including conversion rate optimization and others.

For additional information on the iMotions eye tracking capabilities, check out the infographic below. Look for information on the specifics of the human eye, different specs for contemporary eye tracking technologies. As well as some tips for performing effective eye tracking research.

Image of iMotions infographic
Source and Featured image by: iMotions