Ipsos to Utilise Tobii Eye Tracking Solutions

Swedish eye tracking firm Tobii Technology has signed a global agreement with Ipsos Marketing for its Eye Tracking hardware and software to be integrated into Ipsos' Pack Evaluation packaged testing system and other Ipsos solutions.

Tobii's technology, which can tell exactly where a person is looking, is used in package design research to gain insights about consumer perception and shopping behaviour.

'Eye Tracking adds a critical dimension to our Pack Evolution package testing tool as it complements our cognitive package testing experience with measurable behavioural input,' explained Abby Smith, VP at the Global Product Center, Ipsos Marketing, Consumer Goods Sector.

'Our clients can get a more complete understanding of a package's performance, the specific elements driving or hindering the performance, and a deep understanding of the consumers' behaviour,' she added.

Ipsos has already conducted Eye Tracking training among employees from 15 countries and plans to cover a total of 30 countries across five regions by the first half of 2009.

Founded in 2001, Stockholm-headquartered Tobii Technology has additional offices in the US, Germany, Norway, and Japan. Its eye tracking solutions are sold directly to customers and through resellers and partners worldwide.

Web sites: www.tobii.com and www.ipsosmarketing.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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