close up of an eye

Our world-leading eye tracking research products and services are used by more than 3,500 companies and 2,500 research institutions, including all of the world's 50 highest ranked universities.

We are proud to provide world-leading eye tracking research products and services to distinguished customers such as Microsoft, Procter & Gamble, Ipsos, GfK, Toyota and Alibaba China, including:

  • All of the top 50 universities in the world
  • 4 of the top 5 global market research organizations
  • 18 of the top 20 global advertising spenders

Published research papers

Tobii Pro's eye trackers are used in thousands of leading research labs worldwide in a wide variety of research fields. The graph illustrates the growth of the number of published research papers split by different players on the market.

You can access more information about the papers where Tobii Pro's equipment has been used or mentioned by visiting our public Zotero reference library.

a graph of published papers about the use of eye trackers

My decision to go with Tobii was based as much on the unparalleled support they provide as on the technology. While Tobii’s technology is great, what matters most is that Tobii has a comprehensive program to support my researchers in gaining greater expertise in the application of eye tracking in their psychological research.

Nicholas Hall, manager, Behavioral Lab, Stanford Graduate School of Business

The value of eye tracking in different fields

Our high-quality eye tracking solutions capture human behavior in a natural way, ultimately affording users access to valuable, objective data about real responses to stimuli. Below are some examples of how eye tracking is used in different research applications:

Developmental psychology

Leading developmental psychologists use eye tracking to broaden scientific knowledge about the development of cognitive and social functions involving children and young infants. The results of these studies foster a better understanding of ourselves and of impairments such as autism spectrum disorder and ADHD.

A child playing games on the floor.
A close-up image of an human eye.

Scientific research

Leading vision science institutions use eye tracking to broaden scientific understanding of eye movements and eye movement disorders. The results are used to develop means of diagnosing problems in areas such as nystagmus and strabismus (squint).

Shopper research

FMCG companies and retailers use eye tracking to understand how shoppers interact with products in a real shopping environment and identify drivers for decision making in different shopper profiles. The findings are turned into actions to improve visibility, communication, purchase intent and appeal.

A couple carrying bags in a shopping mall.
A woman navigating through a website on a laptop.

UX research

Leading brands use eye tracking to gain insights into usability issues to improve performance online. Understanding exactly how users interact with websites makes it possible to adjust and better meet users' needs. The results are better conversion rates and improved sales.

Our fields of application

Focus on a baby blue eye

Scientific Research

Use eye tracking to deepen your understanding of human behavior and create new frontiers in fields such as psychology and neuroscience, infant and child development, clinical research, and more.



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Man looking at packaging information

Marketing and User Research

Eye tracking allows you to see things from the perspective of consumers. Whether you’re examining product placement, packaging design, advertising, or user experience, eye tracking accurately reveals what grabs attention, what influences purchase behavior, and how consumers engage with your product.

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Worker inspecting a production line

Industry and Human Performance

Eye tracking gives you a deeper understanding of how your workplace functions and how staff operate within it, allowing you to make changes to the way things are done and continually optimize your processes.

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