Research and reports

Tobii Insight Review

A report of successful projects and insights to draw inspiration from.

About the review

Discover how eye tracking helps teams understand what people actually see, miss, and act on.

In this report, you’ll see examples and insights from studies focused on
shopper research, wayfinding, UX, and advertising. The cases show how teams used eye tracking to improve packaging and shelf visibility, signage and, navigation, digital interfaces, and ad creative.

You will learn how:

Eye tracking reveals what people notice, overlook, and return to in real‑world experiences.
Attention data helps improve shopper journeys, signage, navigation, and digital UX.

Teams can identify friction, hesitation, and unnoticed elements that other methods often miss.

Eye tracking supports stronger decisions in advertising by distinguishing exposure from real attention.

Insight teams are using attention as a practical business metric across omnichannel, AI-driven, and performance-focused experiences.

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Written by

Tobii

Read time

10 min

Type

Research and reports

Products

Solutions

Download the report

Gain fresh perspective from real‑world projects that reveal what’s possible with eye tracking data.

Fill out the form to receive your copy of the Tobii Insight Review.

Discover more about eye tracking and simulator training

Training

Medical training and simulation

Eye tracking enhances simulated healthcare environments by revealing how clinicians focus, prioritize, and respond under pressure.

Training

Aviation and space

For operators working in cockpits, control rooms, and other critical environments, situational awareness is vital to making the right decisions.

Training

Driving simulator

Eye tracking used in driving simulators measures visual attention, situational awareness, and cognitive load to improve driver training, enhance road safety, and analyze behavior.