Comparative Study of Pre-attentive Visual Attention Analysis Instruments: 3M VAS and iMotions as AI-Based vs Human-Based Experiments

The article focuses on comparing two visual attention analysis approaches based on a human focus group study and an artificial model of pre-attentive processing attention prediction. We substantiate eye-tracking as the suitable modality for visual attention studies through a literature review and bibliometric analysis. The study design is based on eye-tracking as the modality to test the hypothesis aimed to answer the research question. We explain the processes of the focus group formation and visual stimuli selection are explained, and perform a comparative analysis of the results yielded by both approaches is discussed. We suggest new perspective directions for pre-attentive processing phase studies regarding text recognition and mobile platforms’ peculiarities. We demonstrate that acquiring eye-tracking data from a focus group formed according to the target audience of visual representation tends to demonstrate similar or more effective results compare to the predictive model. The current study can be used as the starting point for visual representation creators, promoters, and users to form an understanding of visual attention analysis tools.