Tobii Technology, the global market leader in eye tracking, has launched Tobii Glasses a revolutionary, cost-effective eye tracking system.

Tobii Glasses will help researchers in commercial, scientific, and government organisations to gain greater levels of insight into the preferences, reactions and personal experiences of people in a natural environment.

The new Tobii Glasses are like a regular pair of glasses and allow wearers to walk around freely, making it easier for researchers to create a real-world environment in which to capture user behaviour.

Tom Englund, executive vice president of analysis solutions, Tobii Technology AB says: "The application of this product to provide insight into human behaviour can include anything from understanding buyer preferences, learning about gaze in operating mobile devices, playing sports, driving or operating machinery. In fact, the number of ways you can apply this technology to conduct research is virtually endless."

The automatic data aggregation made possible by Tobii Glasses removes the need for hours of manual coding and compiling of information which significantly reduces costs and time-to-market for study results.

"We are thrilled to have had early access to the new Tobii Glasses," says Gill Aitchison, global president, Ipsos Shopper and Retail Research, Ipsos Marketing. "Ipsos looks forward to the incredible time and cost savings this will bring to our research organisation. Never before has it been possible to cost effectively conduct quantitative studies in real world environments and automatically see the visual attention a product or display received."