BEACON EYE-TRACKING TOOL (BETT) ANALYSIS

What people say they notice and what actually captures their attention are often two very different things.

Beacon’s Eye-Tracking Tool (BETT) Analysis provides objective, scientific insights into how individuals visually engage with advertisements, websites, digital interfaces, product packaging, retail environments, and communication materials. By tracking eye movements and visual attention patterns, BETT reveals what attracts attention, what gets overlooked, and how visual elements influence perception and decision-making.

Using advanced eye-tracking technology, we measure where attention is directed, how long it is sustained, and the sequence in which visual elements are viewed. This enables organisations to understand how audiences interact with content in real-world situations and whether key messages, calls-to-action, and design elements are achieving their intended impact.

Beyond visual analytics, Beacon translates eye-tracking data into practical recommendations that improve communication effectiveness, user experience, and design performance. The result is a deeper understanding of audience behaviour and greater confidence in the decisions that shape customer engagement.

Common Applications

CASE STUDY

Ensuring Critical Information Gets Seen

The Challenge

Our client was preparing to launch a major public communication campaign designed to raise awareness of an important initiative. Significant resources had been invested in developing the campaign materials, including posters, digital advertisements, and informational content.
While stakeholders were confident that the key messages were prominently displayed, there was concern about whether members of the public would actually notice and absorb the intended information. The organisation wanted objective evidence to validate the effectiveness of the communication materials before proceeding with full-scale deployment.

Our Approach

Beacon deployed its proprietary Eye-Tracking Tool (BETT) to evaluate how respondents visually interacted with the campaign materials. Participants were exposed to the communication assets while BETT tracked their visual attention, fixation patterns, viewing duration, and navigation pathways.
The analysis examined which elements attracted immediate attention, which messages were overlooked, and whether respondents naturally focused on the most important information intended by the campaign designers.

Outcome

The eye-tracking results revealed a significant gap between stakeholder assumptions and actual viewer behaviour. While respondents were drawn to several visual elements within the materials, many failed to notice critical messages and calls-to-action that the organisation had intended to highlight.
Using BETT insights, Beacon provided recommendations to improve visual hierarchy, optimise content placement, and strengthen the prominence of key messages. The communication materials were subsequently redesigned to better align with natural viewing patterns and audience attention behaviours.
The result was a more effective communication campaign that significantly improved message visibility, comprehension, and audience engagement. More importantly, the organisation was able to make evidence-based design decisions rather than relying on assumptions about what people were seeing.

TESTIMONIAL
“Beacon proactively organised a meeting prior to the start of the survey to have a thorough understanding of our objectives to conduct the survey, and thus they were able to propose the most appropriate research methodology to conduct the survey. They were efficient in their follow-up with the survey respondents. They conducted an in-depth analysis of the survey results, and these results were consistent with the ground practice. We are happy with the service provided by Beacon Consulting.”
Prof Tan Tze Lee
College of Family Physicians Singapore
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