Founded in 2019, Attention Insight helps users automatically detect which design elements found on websites, outdoor adverts, or other environments attract users’ attention the most. The company’s product analyses the imagery and offers recommendations based on a database of more than 30,000 images assessed in eye-tracking studies. In this way, results are obtained immediately without service users needing to invest in their equipment and research. Based on the Massachusetts Institute of Technology (MIT) model, which is held as ‘the market standard’, 90-94% accuracy has been achieved compared to regular eye tracking studies.