What makes us stop? We measure the science behind visual attention.

Stopper Lab combines behavioral analysis, artificial intelligence, eye tracking, EEG and physiological response measurement to understand how visual and video content captures human attention.

Some visuals make us stop. Stopper measures why. We meet thousands of visuals every day. We pass most, notice some, stop on a few. That moment of stopping is not accidental. It can be measured.

  • 5 analysis layers — Measured through
  • 9 analytic layers — Stopper AI runs on
  • 3 biometric systems — Lab infrastructure

From theory to intelligence. One idea, seven stages, each answering a different question.

  • Stopper Theory: Why do we stop? — Stopper was born from academic research on visual communication and attention. Its first question is simple: what interrupts the flow of attention and makes a person stop on a visual?
  • Stopper Analyze: What did people do? — Stopper Analyze simulates digital feed environments similar to social media. Participants meet the content on their own phone or computer, in an environment close to natural use, and the system records what they actually did.
  • Stopper AI: What can we predict? — Stopper AI evaluates visual and video content through artificial intelligence and computational analysis, following the Stopper methodology. It does not only produce a score; it aims to explain the reasons behind attention performance.
  • Stopper Lab: What actually happens? — Stopper Lab measures how visual and video content affects human attention and behavior, using behavioral analysis, artificial intelligence, eye tracking, EEG and GSR/EDA together.
  • Stopper Lab Report™: What does the data mean? — The Stopper Lab Report is one of the main outputs of the research. It is not a collection of charts taken from devices; it is a three-stage structure that moves from data to interpretation to insight.
  • Stopper Score™: How does it perform? — One of Stopper’s long-term goals is to evaluate validated indicators from different analysis layers under a common measurement model: a score from 0 to 100.
  • Stopper Certified™: How does it compare? — The report and certification are separate. A report gives the research result. Certification shows that a study meeting defined criteria conforms to a specific Stopper standard.

Five analysis layers. The same content, asked five different questions, measured on real people.

  • Stopper Analyze (Behavioral Analysis): Scrolling, stopping, clicks, interactions, duration and user journey, recorded in a simulated feed on the participant’s own device.
  • Stopper AI (AI-Based Visual Intelligence): Visual hierarchy, saliency, attention simulation, heatmap, typography, color and contrast, negative space and other computational analyses.
  • Eye Tracking (Visual Attention): Gaze, fixation, fixation duration, dwell time, scanpath, AOI and related gaze metrics, captured with Pupil Labs Neon.
  • EEG (Neurophysiological Response): Examination of neurophysiological changes through the EEG signal, according to the research design, with the 14-channel EMOTIV EPOC X.
  • GSR / EDA (Physiological Arousal): Skin conductance and time-dependent changes in physiological arousal with Shimmer3R GSR+. GSR/EDA alone does not indicate positive or negative emotion; this is a methodological principle we protect.

Behavior, AI, eye, brain and body. Stopper Lab evaluates every data layer around the same research question, so the same content can be asked different questions.

  • Behavior: What did the user do?
  • AI: What did the system predict?
  • Eye: Where did the user look?
  • Brain: What changed in neurophysiological activity at that moment?
  • Body: When, and to what extent, did physiological arousal occur?
  • Together: And most importantly: what do these data tell us together?

Frequently asked questions (FAQ)

What is Stopper Lab?

Stopper Lab is a multimodal research laboratory that measures how visual and video content affects human attention and behavior, using behavioral analysis, artificial intelligence, eye tracking, EEG and GSR/EDA together. It is structured within Bahçeşehir University Faculty of Communication as the Visual Attention and Human Behavior Research Laboratory.

Is Stopper Lab just an eye tracking or EEG lab?

No. The difference does not come from the number of sensors. It comes from bringing behavior, AI, visual attention, neurophysiological activity and physiological arousal together around the same research problem, under the Stopping Power approach.

What can we test?

Static visuals, moving images, video, digital interfaces and, with an appropriate research design, physical environments. Social media is the starting point, but any visual communication area the human eye meets can be a subject of Stopper research.

Do I need all five methods in every project?

No. The research design is built to need. Studies range from AI Analysis or Behavioral Analysis alone to Eye Tracking + EEG + GSR, up to the Full Stopper Lab Analysis.

What is a Stopper Lab Report?

A three-stage output: Data (measurement and analysis), Interpretation (academic and expert evaluation) and Insight (decision and development recommendations). Findings from every method used are compared and interpreted in one integrated report.

What is Stopper Score?

A 0–100 measurement model that evaluates validated indicators from different analysis layers together. Weights are developed on real Stopper Lab experiment data, academic research and validation studies, never set arbitrarily.

Is Stopper Certified an accreditation?

Not today. Stopper Certified is a future standard showing that a study meeting defined criteria conforms to a Stopper protocol. It is developed first through methodology, protocols, a benchmark database and academic validation, and is not presented as an independent international accreditation body.