Attention Tool will be put to work in MediaScience’s existing lab in Austin, Texas, where the company already employes a range of eye-tracking hardware.

The two firms will also collaborate on the development of other as-yet-unspecified eye-tracking products.

MediaScience CEO Duane Varan (pictured) said the iMotions deal “allows our researchers to focus their energy on analysis rather than data collection. It is a major step forward in bringing greater scale to our research.”