Eye-tracking Tech with Tobii - From Science Fiction to Science Fact


One of the benefits of working for Peregrine in this highly advanced digital marketing field is that we get to try out the latest technology with our business partners and clients. One of those solutions we just launched with two customers in the telecom and finance sector. We are of course talking about the world leader in eye tracking, Tobii.

Founded in 2001, the company now has a global presence with offices in here in Sweden (headquarters), the US, China, Japan, Germany, United Kingdom, Norway, Taiwan and South Korea. The Tobii Group comprises of three business units: Tobii Dynavox, Tobii Pro and Tobii Tech, which serve different markets and users with a variety of products and services that extend beyond eye tracking:

  • Tobii Dynavox - assistive technology for communication

  • Tobii Pro - eye-tracking solutions and services to study human behavior

  • Tobii Tech - unit tat develops Tobii’s technology for integration into volume products such as computers, computer games, virtual reality and cars

Eye tracking is a powerful tool to objectively measure consumers' attention and spontaneous responses to marketing messages. Knowing what people actually see helps advertisers optimize the design and placement of their ads. We are one of the first companies running successful Tobii eye-tracking trials in Sweden and we are excited to be able to try out some new product Tobii is working on.

We are starting in the areas of share of voice, campaign measurement and heatmaps. Tobii technology helps our clients evaluate their delivered ads, in screen ads and fixation for their brands (see graphic below) and chosen competitors.

In addition of share of voice insights, our clients can also avail of universal frequency campaigns, time period breakdowns as well as segmentation per channel and site. Tobii's fixation data is being used for strategic channel planning, online strategy and media buying evaluation and can also be useful for quality approval and competitor benchmarking.

These insights help in house marketers or agency partners to effectively design communication to catch the prospect's eye.


While we can’t share any actual customer data at this time, we can tell you the results and insights Tobii delivers are not only incredibly detailed, but also simply something that that has not been available to the market until now. If you would like to know more about the technology, please reach out to us.

Picture credit: Tobii AB. For more info, visit tobii.com. To see eye tracking in action, watch this clip from Tobii Pro's YouTube channel: