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Louise Mapp/Danielle Mumford

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Louise.mapp@ascentpr.co.uk

Tobii Technology provides greater insight into human behavior with launch

of new eye tracking glasses

Businesses can now conduct research in a way that was previously impossible.

22nd

June, 2010 – Tobii Technology, the global market leader in eye tracking, today announces the

launch of 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.

“Tobii Glasses are truly revolutionary as we believe the product opens up entirely new possibilities

for our customers to conduct research in a way that previously has not been possible,” said Tom

Englund, executive vice president of analysis solutions, Tobii Technology AB. “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 new Tobii Glasses look and feel 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. This can be while they are browsing in shopping environments, using a computer, trying

out a new product or reading an advertisement.

Being comfortable and lightweight, the glasses have no distracting cameras or mirrors in the field of

view nor do they require the user to carry bulky equipment. As a result, the user behaves more

naturally giving the data a much higher level of validity.

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. This feature ultimately means that more research can be completed at an overall

reduced cost to the business.

"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."

-ENDS-

Notes to editors:

See Tobii Glasses in action: www.tobiiglasses.com/marketresearch

For sales in Europe, contact +46 8 663 69 90 or email Sales@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.