What is Adsata?
Adsata provides a platform for creating online webcam eye-tracking studies to understand user perception and behavior. It helps users gain insights to enhance user experience (UX), improve conversion rates, and make data-driven design decisions. By analyzing where users look and navigate on websites or marketing materials, businesses and researchers can obtain objective, data-based feedback.
The platform utilizes webcam technology, allowing participants to join studies remotely from anywhere at any time. It emphasizes privacy and GDPR compliance by processing eye-tracking data in real-time within the participant's browser, ensuring no facial codings, video recordings, or images leave the end device. Adsata aims to be a time and cost-efficient alternative to traditional eye-tracking hardware and complex setups, enabling rapid study creation, execution, and analysis.
Features
- Webcam Eye-Tracking: Conduct eye-tracking studies using standard webcams.
- Heatmaps: Visualize aggregated gaze data to identify areas of high and low attention.
- Hexbins: Group and compare eye-tracking data sets using hexagonal bins for clear visualization.
- Path Plots: Track the sequence and path of user gazes to understand navigation patterns.
- Fixation Metrics: Analyze the location, duration, and sequence of fixations automatically.
- Remote Participation: Allow participants to join studies online from anywhere, anytime.
- GDPR Compliant: Ensures data privacy by processing information locally in the browser.
- Insights Dashboard: Access visualizations and metrics for analyzing user behavior.
- Raw Data Export: Option to export raw eye-tracking data for further analysis (available in paid plans).
Use Cases
- Improving website and online shop usability and conversion rates.
- Making data-driven design decisions based on objective user feedback.
- Gaining insights into the effectiveness of marketing campaigns.
- Conducting market research to understand consumer perception.
- Facilitating academic research using eye-tracking data.
- Testing user experience (UX) remotely and scalably.
FAQs
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Is Adsata GDPR compliant?
Yes, Adsata is fully GDPR compliant. Eye-tracking data is processed in real-time in the participant's browser, and no facial codings, video recordings, or images leave the end device. -
How accurate is the webcam eye-tracking?
Tests show that 95% of the data points collected by Adsata fall within a radius of 110-150 pixels of the actual gaze point, with an average accuracy around 128 pixels. -
Do participants need special hardware?
No, participants only need a standard webcam. No expensive eye-tracking hardware is required. -
Can I conduct studies with participants anywhere?
Yes, the platform allows participants from all over the world to take part in your eye-tracking study online, whenever they want. -
What kind of visualizations does Adsata offer?
Adsata provides heatmaps, hexbins, path plots, and fixation metrics to help visualize and understand user behavior.
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