How does the test collect human reaction data?

EH has built a test that collects real human data using the webcam on the device. The respondent gives their consent and then via the webcam the test tracks where their eyes look, and how their face responds to the stimulus as it plays out. This is then processed and grouped with the other respondents to deliver results such as video heat maps that show whether the audience looked at the product and how they responded emotionally to key moments and so on.