Below is our recent interview with Rafael Mizrahi, CEO of Feng-GUI:
Q: Could you provide our readers with a brief introduction to Feng-GUI?
A: The current average attention span of online users is less than eight seconds, which is less than that of a goldfish. Attention is the New Currency.
Feng-GUI, a neuroscience pioneer in measuring visual effectiveness, simulates human vision and creates measurement reports that predict what a real human would be most likely to look at.
We empower designers and advertisers to get instant and unbiased feedback at fraction of the cost and time of traditional eye-tracking. The measurements closely resemble a 5 seconds eye tracking session of 40 people.
Feng-GUI visual measurement services are used by 30,000 professionals worldwide, across all media channels, from landing page optimization, signage and packaging, to digital and display campaigns, including prominent firms such as: WSI, Bruce Clay (Omnicom), Walker Sands, OgilvyOne (WPP), McCann Erickson (Interpublic) and Publicis.
Q: How does it work?
A: The analysis is very simple and does not require any installation or coding.
You upload an image of the visual stimuli that you wish to analyze. The image can be a screenshot of the webpage, a creative Ad or even a picture of an indoor signage taken outside using your smartphone.
Within seconds, the Feng-GUI application simulates human vision and predicts where users will focus their attention on your design.
The reports provide a complete graphic representation of the strengths and weaknesses of your design.
Now, having that feedback, you can refine layout, placement, format and key messages, to induce action and increase conversion rates.
Q: What are the benefits of using your product?
A: Feng-GUI machine vision has several significant advantages over traditional eye-tracking:
* Simple – Requires no special equipment or skills. You can register and learn how to operate the Feng-GUI dashboard in few minutes.
* Cost – A fraction of the cost of eye-tracking.
* Time – Within seconds you get instant and unbiased feedback on your design.
* Feedback – Visual feedback at every phase of the process. Making the process more iterative, testing, analyzing, refining.
Landing page optimization experts are using Feng-GUI to improve website conversion rates by increasing the visibility of call to actions elements.
Digital Consultants are using Feng-GUI analysis reports to help their customers design better websites that achieve greater results. The reports are serving as a great instrument for attracting new prospects and interest existing customers in website design changes.
Media agencies and independent designers use Feng-GUI to identify weak spots within an ad and to improve performance, location of brand and emphasis key messages.
Account manager are using Feng-GUI reports as a supporting argument when delivering the creatives to the advertiser.
Q: Tell us more about the science behind Feng-GUI?
A: Feng-GUI algorithmic model incorporates live eye tracking results. This makes our analyses almost as accurate as live eye tracking (91%) – at a fraction of the cost. The analysis resembles a 5 seconds eye tracking session of 40 people.
We measure, benchmark, compare and tune the analysis with eye-tracking data sets. The data sets contains thousands of images viewed by hundreds of participants.
* Cutting edge: our algorithmic model is regularly updated.
* Precise: algorithms informed by latest live tracking results.
* Accurate: not skewed by test conditions and unreliable subjects.
Q: What are your plans for the future?
A: Our goal is to make a better (looking) world, by empowering designers and advertisers to effectively analyze attention and attraction in visuals.
Adding more partners on board. Feng-GUI API is already used by 30 partners who integrated our capabilities into their business. Partners vary from conversion agencies, through e-mail-marketing vendors to market research and packaging design vendors.
We are adding more reports. In addition to the existing Attention reports of Heatmap, Opacity, GazePlot and Areas-of-Interest, We are adding Attraction and Aesthetics reports. Aesthetics reports, score the visual as Interesting vs. Boring, Symmetrical & Balance, Clean vs. Cluttered.
Become a de-facto standard for measuring Attention and Attraction in Visuals.