Eye tracking Heatmap enables the user to calculate the below Insights:

Exposure time duration: Calculated as total time spent on a particular AOI

Average Time to first discovery: Average of time elapsed when the tester first discovers the AOI across all the testers meant to measure the noticeability.
Desirable: The Lower the better.

Percentage People watched: Calculated by the number of people looked at the AOI vs total number of testers meant to measure the pack relevance with respondents.
Desirable: The higher the better.

Earned Attention/Held Attention: Number of seconds of continuous view held by the AOI meant to measure the efficacy.
Desirable: The higher the better.

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