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Eye tracking opens a new window into human behavior, whether you're exploring attention, decision-making, or interaction, it provides powerful insights that help you understand how people engage with the world around them. 

Cognitive load

Understanding cognitive load with Tobii eye tracking 

Find out how the top four criteria — stimulus type, participants, testing environment, and metrics — impact how to choose the best eye tracker for research. 

Attaching Tobii eye tracker to a laptop

How to choose the right eye tracker for your research

How to choose the right eye tracker for your research — the all-in-one guide

More and more airports are turning to eye tracking to figure out exactly what’s working (and what’s not) when it comes to signs, directions, and the overall passenger journey. 

Wayfinding Blog post

So many signs, so little time...

So many signs, so little time

Observing real human behavior brings nuance, context, and unexpected insights that algorithmic data simply can’t replicate, giving us a genuine edge in market research and usability projects.

Online shopping

Real vs. synthetic behavior: A market researcher’s perspective on artificial insight

Real vs. synthetic behavior

Heathrow is using eye tracking technology to understand how passengers navigate Terminal 5 to enable them to make wayfinding easier and more efficient in the future.  

Man near info board at heathrow - Tobii Pro Glasses 3

How Heathrow airport uses eye tracking to improve wayfinding in Terminal 5

Heathrow airport

How Heathrow Airport used eye tracking to improve wayfinding in Terminal 5

How Heathrow Airport used eye tracking to improve wayfinding

This article explores the scientific limitations of predictive eye tracking tools and argues why combining real eye tracking with psychological analysis offers superior insights for measuring in-store displays, packaging, and other shopper marketing interventions. 

Shopper research

The limits of predictive eye tracking in shopper marketing

This comprehensive guide explores how eye tracking provides a real-time, non-intrusive way to measure cognitive load and unlock insights into learning, decision-making, and performance.

Understanding and measuring cognitive load through eye tracking

This guide will walk you through the questions that are important to
consider when evaluating a new eye tracking system, to help you
choose the right eye tracker for your research. 

Whitepaper banner - Tobii

The all-in-one guide

The all-in-one guide to choosing the right eye tracker for your research

All-in-one guide: Choosing the right eye tracker

Building on a 25 year career of UX research, ensuring ecommerce and marketing teams stay at the top of their game. Guy is passionate about eye tracking and UX; specializing in Retail, Finance and Travel. He is proud to have worked with brands and organizations like ASDA, Amazon, Coca Cola, Superdry, Parkdean Resorts, EE, NHS, HMRC, Hermes, DWP, Aviva, Skipton Building Society and Jet2.com, to name a few. Famous for creating three world class, behavior observation suites in the center of Leeds and the use of medical grade eye trackers to record and understand natural behavior.

Guy Redwood

We share insights on how the power of 3 — know-how, VR, and eye tracking — has enabled SOMAREALITY to build a robust solution for calculating neurological insights.

Human brain

Measuring cognitive load in VR — the power of three

Are AI models truly accurate? Discover the challenges of using predictive models of attention versus eye tracking for predicting real-world human decision-making.

AI: Actual Intelligence!

AI: Actual intelligence! 

Advanced Screen simplifies the design of screen-based eye tracking studies for behavioral research and allows researchers to easily create and control complex experiments. 

Tobii Pro Lab 

Conduct eye tracking studies more efficiently 

Dr. Biondi focuses on building an eye tracking community through partnerships with researchers hoping to implement eye tracking in their work and by supporting existing customers in acquiring knowledge or additional grants. Dr. Biondi has a Ph.D. in Psychological & Brain Sciences from Texas A&M University and used fNIRS and eye tracking to study the functional organization of the developing human brain.

Tobii Pro employee Dr. Marisa Bondi

Dr. Marisa Biondi

Dr. Marisa Bondi

Thanks to advances in eye tracking and cognitive algorithms, it’s now possible to monitor mental workload non-invasively and in real time. Discover how Tobii and SOMAREALITY are shaping the future of eye tracking.

Measuring cognitive load in real time

Eye tracking was used at Munich Airport to examine signage along several key routes to answer questions about visitor engagement that data on footfall could not.

Munich airport

Munich Airport improves wayfinding

Eye tracking technology significantly enhances wayfinding by providing insights into how passengers interact with signage and navigate through the airport.

Airport wayfinding - signage

How eye tracking technology enhances passenger experience

Nearly 70% of US travelers rely on airport signage for navigation. Learn how eye tracking can improve airport wayfinding and helps travelers find their way.

Airport wayfinding

How eye tracking can improve airport wayfinding 

Capturing human data using eye tracking in the era of AI matters because we need to dig deep into how someone sees reality, how their conscious and unconscious minds create it.

Capturing human data in the era of AI

In this webinar Dr. Mirjana Sekicki, Tobii, focuses on screen-based eye tracking solutions, and particularly highlights what to consider when formulating a research question.

Tobii Pro Spectrum

A beginner's guide to a screen-based eye tracking study

Woman holding a baby using an eye tracker for child development

Beginner's guide to a screen-based eye tracking study

Laurens is an eye tracking expert with over 15 years of experience. As Global Solutions Architect, Laurens designs and delivers tailored solutions, integrating advanced eye-tracking technology across various sectors and applications. Laurens bridges technical and strategic goals, supports sales activities, and ensures seamless customer integrations. He is passionate about understanding human behavior through technology and driving innovation.

Tobii employee

Laurens Van Den Broek

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The Tobii Blog is all about the people and the companies who have used our technology to build innovative solutions, uncover the secrets of cognitive processes, and deepen our understanding of human behavior.

XR headsets

The Tobii blog

Tobii Attention computing

The Tobii Blog is all about the people and companies who have used our technology to build innovative solutions, uncover the secrets of cognitive processes, and deepen our understanding of human behavior.