"In fact, marketing scientists, micro-economists and psychologists are all happily using the eye trackers to gain new insights and build process models that would have been impossible to accomplish without the Tobii Eye Trackers."
“At the Tilburg Institute of Behavioral Economic Research (TIBER) of Tilburg University we are using four Tobii Eye trackers for various applications. We use the Eye Trackers to examine moment-to-moment decision making, such as on websites, or in product-by-attribute matrices. We study attentional responses to communication messages, such as print advertisements and television commercials. And we examine target search behavior, such as when people search for product on store shelves, or specific information on websites. These studies aim to gain deeper understanding into consumer behavior issues. But we also study more fundamental psychological processes of face perception, and the influence of discrete emotions such as fear, regret, happiness and disappointment on information search patterns. Lastly, we use Tobii Eyetrackers to understand the role of social factors in economic allocation decisions. In fact, marketing scientists, micro-economists and psychologists are all happily using the eye trackers to gain new insights and build process models that would have been impossible to accomplish without the Tobii Eye Trackers.
We chose Tobii Eye Trackers because of their breakthrough integration of LCD screens with eye tracking. This makes eye tracking very natural and unobtrusive to the participants, and it makes the eye trackers easily transportable. We also chose for Tobii because of the ease of calibration and use of the software. The software is user-friendly to the extent that essentially anyone can be up-and-running studies in less than an hour. This means that, in our case, research assistants do the data collection, rather than the responsible researchers themselves which is highly time-saving. In addition, we chose for Tobii because of the durability of the hard- and software. We were immediately convinced and have only become more enthusiastic, that the machines and software are really built to last. In fact, we have not had any problem whatsoever with the machines of software.”
Rik Pieters, Professor in Marketing
Tilburg University, Faculty of Economics and Business