Online advertising research

UX research

Humanizing your user experience with eye tracking

Humanizing your UX design means seeing through the eyes of your consumer and feeling what they feel. By measuring attention and intent you access implicit insights that often go unnoticed, allowing you to create products and services that people love to use.

Access hidden data

Consumers want every interaction with you to be smooth and swift, but human centered design requires unique behavioral data. By measuring attention, previously hidden insights become clear and you can optimize websites, apps, and games, as well as navigation in public spaces.

Person using Tobii Pro Glasses 3

No more guesswork

Eye tracking allows you to visualize the areas of the human machine interface that block intuitive behavior, in industrial and automotive settings. By seeing where users look, you can identify areas of hesitation, frustration, as well as flow. Deep and reliable data allows you to make design decisions that you know will pay off for your interface and your user experience.

Using Tobii Pro Glasses 3 wearable eye trackers while driving a car

Driver experience solution

Designing the ideal driving environment means understanding the person behind the wheel. Eye tracking delivers previously hidden insights that allow you to make driver-centric design decisions.

Driver using in-car console

Your research toolbox

By relying solely on traditional research methodologies like interview and observation, you only access what the user can articulate. Eye tracking compliments other methods in your research toolbox, offering a human-centric and detailed understanding of your user’s behavior in context. Combining data on both known and subconscious behavior paints you a holistic picture of your user.

Tobii Research toolbox

Consumer research

What can I learn?

  • How users experience your product
  • What your users struggle with
  • What engages users for long periods
  • What creates confusion
  • What gets ignored
  • How users make decisions
Consumer research

What can I do?

  • Share video documentation of real user behavior
  • Optimize the design of important features
  • Design based on objectively captured behavior
  • Validate design performance with real data

Insights your way

Tobii Pro Glasses 3

Our flagship wearable eye tracker lets you take the next step into human-centric exploration by experiencing situations from the user perspective. The unobtrusive design gives users the freedom to move and interact naturally in any environment. Capture how users interact with your product or service on a detailed level by recording gaze patterns and audio. You can also combine the data with other biometric measurements.

Man wearing Glasses 3 to purchase vending machine food

Tobii Insight

Our research consultancy service has the tools and resources to help you conduct a UX research study and capture authentic data on the behavior of your users. We offer a swift turnaround from insights to impact, acting as an agile research partner for every phase of the process.

Tobii Pro glasses 2 used to look at packaging on shelves

Contact us

Our team are experienced in applying technology and research expertise for effective UX research studies. Let’s talk about how your study might look.


  • We use a range of tools… and now eye tracking is a huge complement to these. It answers a lot of questions which come up from the other testing methods and even highlights some questions we weren’t aware of.

    UX Lead at Avanza

    Avanza logo
  • Since we integrated eye tracking into our method mix, we have become much more accurate and efficient in illustrating user experiences and proving usability problems.

    Tim Bosenick

    GFK Sirvaluse consulting

    GFK logo

Related content


Munich airport

Munich Airport improves wayfinding

Munich Airport wanted to optimize wayfinding within its terminals to improve passenger experience and create an even distribution of business across all shops and restaurants. Eye tracking was used to examine signage along several key routes to answer questions about visitor engagement that data on footfall could not.

Learn more