Looking at the Lexus IS for the first time, it is highly distinctive as compared to its German counterparts. We wanted to prove this.
Eye-tracking wasn’t designed to be consumer-facing, but we found that the data it produced, although brutally honest, could be surprisingly beautiful at the same time. We were really excited by the idea of using the technology to show people how they subconsciously saw the Lexus IS for the first time, instead of preaching to them about all the car’s features.
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