Understanding attention is critical to designing effective experiences, campaigns, and products.

Yet most methods don’t actually measure attention.

Surveys tell you what people remember. Interviews tell you what they think. Analytics tell you what happened after. But none of these show what users actually looked at in the moment.

The challenge is simple. People cannot accurately recall where their attention went.

This leads to:

• Overestimating visibility of key elements

• Missing what users ignore completely

• Making decisions based on assumptions, not observation