Attention & Emotions – measured online, via RealEye

Attention is a cognitive process that tells us about somebody’s concentration and ability to actively process specific information. It’s based on a methodology developed by a group of scientists from SWPS and Clemson University that succeeded in creating a K-coefficient. This parameter uses eye movement parameters (fixation duration and saccade amplitude) to define the path of attention dynamic of an examined person. Facial Coding allows you to track the emotions on the participants’ faces. It’s based on a methodology developed by Carl-Herman Hjortsjö and adopted in 1972 by Paul Ekman and Wallace V. Friesen for interpreting emotional states by facial muscle movements (FACS). Now, computer vision supported with AI algorithms allows us to analyze people’s emotions online.