Decode by Entropik
What is Decode by Entropik?
Decode by Entropik is a Usability Testing and Digital Experience Intelligence platform engineered to measure user attention, emotional responses, and digital behavior through webcam-based gaze tracking, facial expression coding, and vocal tone analysis.
Key Capabilities
- Webcam-Powered Eye-Gaze Tracking: Records participant visual attention, fixation paths, dwell times, and scroll behavior directly via standard webcams without external eye-tracking hardware.
- Facial Coding & Voice Emotion Analysis: Analyzes facial micro-expressions (classifying expressions across happy, sad, surprised, angry, disgusted, contempt, and fear states) and vocal hesitation/pitch variations to map emotional reactions frame-by-frame.
- Unmoderated & Moderated UX Testing: Executes asynchronous task studies (including wireframe evaluations, tree testing, and card sorting) alongside live 1-on-1 interviews with real-time gaze and sentiment overlays.
- AI Moderation & Follow-Up Probing: Uses machine learning models to analyze participant responses during active tasks and trigger automated follow-up probes to clarify user confusion or hesitation.
- Predictive Creative & Shelf Testing: Simulates digital ad placements, package designs, and retail shelf planograms using predictive attention models and visual hierarchy heatmaps to evaluate brand recall and call-to-action (CTA) visibility.
- Qualitative Transcription & Analytics: Generates automated session transcripts across 70+ languages, extracts recurring themes, applies sentiment scoring, and compiles video highlight reels.
- Data Governance & Retention Rules: Applies configurable organization-level access controls, automated raw video/audio retention purging within 90 days of study completion, and explicit EU AI Act Article 50 biometric notification prompts for participants.
Audience & Use Cases
- Audience: UX researchers, product designers, market research managers, digital marketing directors, e-commerce managers, and consumer packaged goods (CPG) brand strategists.
- Use Case: Validating software prototype navigation, evaluating website and mobile app usability, measuring digital ad creative attention, optimizing retail packaging visibility, and conducting qualitative consumer interviews.
Technical Specifications
- Deployment Model: Web-based Software-as-a-Service (SaaS) platform accessible via standard desktop and mobile web browsers (Chrome, Safari, Firefox, Edge).
- Supported Languages: Automated transcription, sentiment analysis, and speech processing across 70+ languages.
- Data Security & Certifications: SOC 2 Type II audited, ISO/IEC 27001 certified, EU GDPR compliant with enterprise data residency options.
- Data Retention & Privacy: Automatic de-identification and deletion of raw participant video, audio, and gaze streams within 90 days post-study; built-in participant consent and biometric emotion recognition notification workflows.
- Vendor Accuracy Claims: The vendor reports that its facial coding engine measures 62 distinct facial expressions with claimed accuracy exceeding 90%, alongside webcam eye-tracking accuracy claims of up to 96%.
Categories & Use Cases
Videos
Screenshots
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Screenshot of how Decode works
Technical Details
| Deployment Types | SaaS |
|---|---|
| Mobile Application | No |
FAQs
What is Decode by Entropik?
Decode by Entropik is a cloud-based Usability Testing and Market Research platform designed to evaluate user experience (UX), digital advertising creatives, and consumer behavior using webcam-based biometrics and automated research tools. The platform collects participant interaction telemetry without requiring specialized hardware lab equipment, capturing browser-based eye-gaze tracking, facial micro-expression coding, and vocal sentiment signals during research sessions. Decode by Entropik supports both unmoderated task studies and moderated live interviews, incorporating an automated moderator interface that asks contextual follow-up questions based on real-time participant interactions. The platform generates visual attention heatmaps, task-completion analytics, and sentiment transcriptions to optimize web layouts, mobile application prototypes, digital ad campaigns, and packaging designs. Decode by Entropik maintains System and Organization Controls (SOC 2) Type II examination reporting and International Organization for Standardization (ISO/IEC 27001) security certification, incorporating privacy compliance features for the European Union (EU) General Data Protection Regulation (GDPR) and EU AI Act transparency mandates.
What are Decode by Entropik's top competitors?
QuestionPro, Qualtrics XM for Customer Frontlines, and Usability and UX Consulting Services by Nielsen Norman Group are common alternatives for Decode by Entropik.