Eye tracking is a white hot area of interest in market research and Tobii is the technological leader in this space. Barbara Barclay, General Manager at Tobii, was kind enough to give Future of Insight an in-depth interview. Robert Moran: First, tell us a little bit about Tobii. Barbara Barclay: Tobii Technology is the global [...]

Eyetracking for research purposes is still in its toddler phase. We are getting great data, but are learning how to interpret it. Until now eye tracking was mostly done via a computer screen with a built in eye tracking device at its base. This worked very well, but it required the participant to sit in [...]

Eye tracking is just one of many new passive, observational research tools. My firm, StrategyOne, has experimented quite a bit with this technology and uncovered exceptionally useful insights for clients working to improve their advertising effectiveness. I am very bullish on this technology, but we have a long way to go until we have a [...]