“Providing implicit results to explicit questions brings new dimensions to our conclusions”
We have found Tobii equipment very useful in our research practice. Our main application has so far mostly been for studies regarding packaging, and we find that it brings added value to what we have traditionally been doing. Providing implicit results to explicit questions brings new dimensions to our conclusions; making them more valid and a more reliable as basis for decision making. We see a pattern where our researchers who are introduced to the technology quickly adapt it as a regular tool in their research projects. This is self evident proof that eye tracking is useful in our operations.
Pawel Ciacek, Head of Neuroscience Practice Millward Brown Europe
Millward Brown is a leading global research agency with a focus on advertising, marketing communications, media and brand equity. Millward Brown Europe currently use eye tracking to study Distraction Effect and Top Of Mind association assumptions.