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GfK CEE Invests in Tobii Eye Tracking to Improve Insights Into Consumer Behavior

"GfK Group has been using eye-tracking technology in the CEE region and worldwide for many years to support shopper expertise and consumer insight," said Agnieszka Sora, managing director at GfK Polonia. "We are always looking for new technological advancements, tools and solutions that can help us deliver a faster and improved service to our clients. In this respect, the new Tobii Glasses eye-tracking system supports our business strategy."

The eye-tracking technology will give GfK a much deeper understanding of consumer behavior by revealing what consumers are looking at as well as what they don't see while they shop. Such information is an important first step in point-of-sale visibility for shoppers, and it gives valuable input for businesses into the design of product packaging, advertising campaigns and promotional activities.

"It's a great testimonial to Tobii Technology for a leading global player in market research like GfK to have invested significantly in our eye-tracking solutions," said Tom Englund, executive vice president of analysis solutions, Tobii Technology AB. "GfK is a long-standing Tobii customer across a number of regions, including North America and Europe."

"We compared several eye-tracking systems and chose Tobii systems because of the advanced and innovative technology and the benefits they offer us," said Kai Siewert, regional development director CEE at GfK. "Even at a higher price level than the average we still believe that this is the best choice from a cost versus benefit perspective."

Tobii Glasses look and feel like a regular pair of glasses and allow users to walk around freely, making it easier for researchers to create a real-world environment in which to capture user behavior. This can be done while users are browsing shopping environments, using computers, trying out new products or reading advertisements. Comfortable and lightweight, the glasses have no distracting cameras or mirrors in the field of view and do not require the user to carry bulky equipment. As a result, the user behaves more naturally, giving the data a much higher level of validity.

"We are honored to be working with GfK to support its great work in market research within North America," said Barbara Barclay, general manager of Tobii North America.

For sales in the U.S., call 888-898-6244 or e-mail Sales.us@tobii.com.

About Tobii Technology

Tobii Technology is the global market leader in eye tracking and eye control. The company's products are widely used for measuring visibility and attention within the scientific community and in commercial market research and usability studies, as well as by people with disabilities as a means to communicate. Tobii also drives integration of eye-tracking technology in many other areas, offering OEM components for integration into various industry applications. Founded in 2001, the company has received numerous awards for its technology innovations as well as its rapid financial growth. Tobii is based in Stockholm, Sweden, and has offices in the U.S., Germany, Norway, Japan and China. For more information, please go to www.tobii.com.

In the U.S.:
Focused Image (for Tobii North America)
Kristina Messner, 703-678-6023
kmessner@focusedimage.com
or
In Europe:
Ascent PR (for Tobii AB)
Louise Mapp/Danielle Mumford, +44 0118 988 0501
Louise.mapp@ascentpr.co.uk