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. 2024 Aug 5;14(8):677.
doi: 10.3390/bs14080677.

Predicting Behaviour Patterns in Online and PDF Magazines with AI Eye-Tracking

Hedda Martina Šola  1   2 , Fayyaz Hussain Qureshi  3 , Sarwar Khawaja  3
Affiliations

Predicting Behaviour Patterns in Online and PDF Magazines with AI Eye-Tracking

Hedda Martina Šola et al. Behav Sci (Basel). .

Abstract

This study aims to improve college magazines, making them more engaging and user-friendly. We combined eye-tracking technology with artificial intelligence to accurately predict consumer behaviours and preferences. Our analysis included three college magazines, both online and in PDF format. We evaluated user experience using neuromarketing eye-tracking AI prediction software, trained on a large consumer neuroscience dataset of eye-tracking recordings from 180,000 participants, using Tobii X2 30 equipment, encompassing over 100 billion data points and 15 consumer contexts. An analysis was conducted with R programming v. 2023.06.0+421 and advanced SPSS statistics v. 27, IBM. (ANOVA, Welch's Two-Sample t-test, and Pearson's correlation). Our research demonstrated the potential of modern eye-tracking AI technologies in providing insights into various types of attention, including focus, engagement, cognitive demand, and clarity. The scientific accuracy of our findings, at 97-99%, underscores the reliability and robustness of our research, instilling confidence in the audience. This study also emphasizes the potential for future research to explore automated datasets, enhancing reliability and applicability across various fields and inspiring hope for further advancements in the field.

Keywords: AI; AI eye tracking; EEG; college magazine research; consumer neuroscience; consumer-behaviour research; neuromarketing.

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Conflict of interest statement

The authors declare no conflict of interest.

Figures

Figure A1
Figure A1
Difference in cognitive demand between Hybrid Magazine and The Oxford Student.
Figure A2
Figure A2
The difference in cognitive demand between Hybrid Magazine and OxConnect.
Figure A3
Figure A3
The difference in cognitive demand between OxConnect and Oxford Student.
Figure A4
Figure A4
Difference in focus between Hybrid Magazine and The Oxford Student.
Figure A5
Figure A5
Difference in focus between Hybrid Magazine and OxConnect.
Figure A6
Figure A6
Difference in focus between OxConnect and The Oxford Student magazines.
Figure A7
Figure A7
Difference in relative attention between online and PDF magazines (including outliers).
Figure A8
Figure A8
(a) Neuromarketing results for OxConnect’s main page; (b) Neuromarketing results for The Oxford Student’s main page; (c) Neuromarketing results for Hybrid Magazine’s main page.
Figure A8
Figure A8
(a) Neuromarketing results for OxConnect’s main page; (b) Neuromarketing results for The Oxford Student’s main page; (c) Neuromarketing results for Hybrid Magazine’s main page.
Figure 1
Figure 1
(A) Difference in focus for all 3 magazines. (B) Difference in cognitive demand for all 3 magazines.
Figure 2
Figure 2
Linear relationship between cognitive demand and focus for all 3 magazines.
Figure 3
Figure 3
Focus score distributions for all the magazines with respect to each other (top). Cognitive demand score distributions for all the magazines with regard to (bottom).
Figure 4
Figure 4
(a) Heat-map data for some of the frames for Hybrid Magazine. (b) Heat-map data for some of the frames for The Oxford Student. (c) Heat-map data for some of the frames for OxConnect.
Figure 4
Figure 4
(a) Heat-map data for some of the frames for Hybrid Magazine. (b) Heat-map data for some of the frames for The Oxford Student. (c) Heat-map data for some of the frames for OxConnect.
Figure 5
Figure 5
(a) Fog-map data for some of the frames for Hybrid Magazine. (b) Fog-map data for some of the frames for The Oxford Student. (c) Fog-map data for some of the frames for OxConnect.
Figure 5
Figure 5
(a) Fog-map data for some of the frames for Hybrid Magazine. (b) Fog-map data for some of the frames for The Oxford Student. (c) Fog-map data for some of the frames for OxConnect.
Figure 6
Figure 6
(A) The difference in total attention between online and PDF magazines. (B) Difference in relative attention between online and PDF magazines (after excluding the high-influence outliers).
Figure 6
Figure 6
(A) The difference in total attention between online and PDF magazines. (B) Difference in relative attention between online and PDF magazines (after excluding the high-influence outliers).
Figure 7
Figure 7
(A) Correlation between focus and cognitive demand for Hybrid Magazine. (B) Correlation between focus and cognitive demand for The Oxford Student. (C) Correlation between focus and cognitive demand for OxConnect.
Figure 7
Figure 7
(A) Correlation between focus and cognitive demand for Hybrid Magazine. (B) Correlation between focus and cognitive demand for The Oxford Student. (C) Correlation between focus and cognitive demand for OxConnect.
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