GfK Goes Shopping with Tobii

GfK CEE (Central and Eastern Europe) has expanded its use of shopper specific technology by investing in Tobii Technology's entire range of eye tracking tools to perform projection, on-screen and real world studies in lab and shopping environments.

Tobii is a major player in eye tracking and eye control, with products used by a broad range of user types: these include the scientific community, commercial market researchers, people with disabilities, and gamers. The glasses look and feel like a regular pair and allow users to walk around freely, making it easier for researchers to create a real-world environment in which to capture user behaviour.

Agnieszka Sora, MD at GfK Polonia says: 'GfK Group has been using eye tracking technology in the CEE region and worldwide for many years. We are always looking for new technological advancements, tools and solutions that can help us to deliver a faster and improved service to our clients'.

Tom Englund, Tobii's EVP of Analysis Solutions, comments: 'It's a great testimonial to Tobii Technology for a leading global player in market research like GfK to have invested significantly in our eye tracking solutions.

Tobii was founded in 2001 and is based in Stockholm, Sweden with offices in the USA, Germany, Norway, Japan and China. The glasses can be seen 'in action' at www.tobiiglasses.com/marketresearch . GfK's home page is at www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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