Executive Biographies

Our global team comprises some of the world's leading experts in eye tracking technology, research, mathematics, and programming. For speaker or interview requests, please contact our PR and Communications Manager below.

Division CEO and Deputy CEO

Tom Englund, Division CEO, Tobii Pro

Tom Englund joined the company in 2009 and is the Division CEO of Tobii Pro and Deputy CEO of Tobii Group. Under his direction, Tobii Pro has expanded into new global markets, greatly increasing the adoption of eye tracking as a research methodology within the academic and commercial sectors. Today, each of the company’s screen-based and wearable eye tracker is the leader in its market. Through the growth of the company’s research team, Tobii Pro has evolved into a full-service insight firm providing eye tracking studies for market and user experience research. 

Englund has an international background and, previous to joining Tobii Pro, held various executive roles at both Atlas Copco and Accenture. He has a M.S. in Industrial Engineering and Management from Linköping University in Sweden. Englund is based in Stockholm.

General Manager, North and South America

Joanna Fiedler

Joanna Parker joined Tobii Pro in 2012 and has played an integral part in making North America one of the company’s most successful markets. Parker leads Tobii Pro in North America and is a member of the company’s global management team. She has more than 16 years of experience in market research and emerging technologies, and she combines the two to bring the most actionable and data-driven answers to strategic research questions.

Prior to Tobii Pro, Parker spent seven years at comScore, where she provided custom research solutions to Fortune 500 companies and four years at TNS, where she worked with financial and pharmaceutical clients. She holds a B.S. in Marketing and International Business from Loras College in the U.S. Parker is based in Washington, D.C.

Vice President of Marketing Research & UX

Ali Farokhian

Ali Farokhian is the VP of Tobii Pro’s Marketing Research & UX segment. He leads a global team of research consultants that provides advanced eye-tracking solutions and conducts attention based studies on behalf of businesses helping them make better business-critical decisions by seeing through the eyes of their customers, audience, and employees.

Prior to joining Tobii Pro, Farokhian worked for Ipsos and MarketWatch. His clients included Google, Cloetta, P&G, Carlsberg, Oriflame, Ipsos, Absolut, Toyota and Suzuki. Farokhian holds a M.S. in Cultural Analysis from Umeå University in Sweden and is a board member of the Stockholm Konsumentföreningen (KFS), the majority owner of COOP, one of Sweden’s largest supermarket chains. He is based in Stockholm.

Director of Marketing Research & UX, North America

Mike Bartels

Mike Bartels is the Director of Tobii Pro’s Marketing Research & UX segment in North America. His team provides advanced eye-tracking solutions and conducts world-class attention research studies on behalf of companies. Over the past twelve years, he has designed, performed, and analyzed eye-tracking studies in a variety of fields, including web usability, user experience, package design, consumer contexts, advertising and applied science. Bartels has a M.A. in Experimental Psychology and has written eye tracking-related articles for several marketing research publications (Quirks, QRCA Views) and scientific conferences (HCII, ETRA).