Press release -

Tobii Technology Launches Tobii Insight to Provide Comprehensive Eye-tracking Services

New Tobii service combines expert consultation with leading eye-tracking technology to deliver customized research solutions for market research companies

Stockholm & Washington, July 13, 2011 – Tobii Technology, the world leader in eye tracking and eye control, today announced the launch of Tobii Insight, a new service that provides comprehensive and cost-effective eye-tracking research solutions to support the market research industry. The new service will lower the entry barrier to bring the benefits of eye-tracking research to a broader array of organizations that have not previously used it, and also will give market research firms a new way to offer eye tracking to customers without the upfront costs of equipment or knowledge acquisition.

“Our goal in developing Tobii Insight was to create a service that will allow more organizations to use and gain the benefits of eye-tracking research through an analytically effective offering,” said Tom Englund, president of analysis solutions at Tobii Technology AB. “We anticipate this service also being a great asset to our current customers, who may need to augment existing in-house capabilities to support larger-scale, global eye-tracking projects or effortlessly add eye tracking as a core offering in their portfolios, enabling them to stay ahead of the competition.” 

Tobii Insight will enable research firms to seamlessly add eye tracking to augment studies focused on helping brand owners, product developers and marketers gain greater understanding about consumers’ interest in their products. By using this new consulting service, research organizations can ensure the highest quality of methodologies, interpretation of data, creative visualizations and reporting, and also consistently have access to the latest eye-tracking hardware and software. Tobii Insight also will help clients gradually build their internal eye-tracking expertise while using globally recognized eye-tracking experts for parts of the project in which they have knowledge or technology gaps. 

Tobii Insight makes it easy to add eye tracking to studies of packaging, shopper, communication and digital user experience. The service has been in trial with select market research customers in Europe, North America and South America. 

“It’s critical for our customers to know where the purchase decision is made,” said John Dranow, founder and CEO of SmartRevenue, a global pioneer in shopper research. “Tobii Insight has allowed us to gain a higher level of consumer understanding through cost-effective, highly quantitative eye-tracking studies for a wide variety of market research and shopper assessment studies.” 

“Tobii Insight was a good way for us to start eye-tracking projects quickly and at the same time build in-house eye-tracking knowledge,” said Marcel Spijkerman of Firefly Millward Brown. “As a next step we decided to acquire eye trackers and continue to build a competitive edge by offering eye tracking to our clients.” 

Click here to sign up for the free webinar about Tobii Insight Services to learn more about how you can add eye tracking to your research. 

Click here for more information about Tobii Insight. 


About Tobii Technology 

Tobii Technology is the world’s leading vendor of eye tracking and eye control, a technology that makes it possible for computers to know exactly where users are looking. Tobii eye-tracking technology has revolutionized research in many fields and enabled communication for thousands of people with special needs. Looking forward, Tobii’s mission is to bring eye tracking into broader use, and some of that future is already here. The company provides market-leading eye-tracking technology to industrial partners in areas such as hospitals, diagnostics, vehicle safety, gaming and computer manufacturing. Tobii continues to realize its visions, showing continuous and rapid year-to-year revenue growth, and receiving numerous awards and recognition for its accomplishments. From its headquarters in Stockholm, Sweden, the company’s reach is as broad as its vision. A truly global company, Tobii has offices in the U.S., Germany, Norway, Japan and China and works closely with a worldwide network of resellers and partners. For more information please visit


Media Contacts

In Europe:
Tom Englund, president Analysis Solutions, Tobii Technology: +46 709 16 16 81,

In United Kingdom:
Louise Mapp, Ascent PR: +44 118 909 0900,

In the U.S.:
Kristina Messner, Focused Image: +1-703-678-6023,


  • Science, technology


  • packaging
  • digital user experience
  • eye tracker
  • eye tracking
  • eye tracking integration
  • eyetracker
  • market research
  • products
  • research and analysis
  • tobii
  • tobii glasses
  • package design
  • shopper


Sara Hyleen

Press contact Corporate Communications Director, Tobii AB Group-wide questions +46 709 16 16 41

Stephan Floyd

Press contact Marketing Manager, Tobii Tech PR & Marketing, USA 781-223-2005