In Brief

Tobii Pro's VR analytics suite helps marketers make the most informed decisions when it comes to product and store design by providing insight into consumer behavior and attention

Swedish tech company Tobii Pro is implementing eye-tracking technology to help store owners understand what catches customers’ attention.

Using VR analytics, Tobii is able to create several forms of maps from its dashboard. There are three types available: heat, opacity and journey, and each serves a different function. Heat mapping shows what is drawing the most attention and opacity will darken areas to draw attention elsewhere, while journey maps track the consumer’s head movements.

Tobii will be able to help both physical and digital retailers with this analytic service, aiding store owners in deciding which layout for inventory is best as well as in determining what design is the most captivating for a particular product. Tobii also allows store owners and brands to test out several different layouts and options before investing in a permanent one, showcasing how consumer data can not only bolster business but also create more captivating and enjoyable store experiences for shoppers.

Tobii Pro


Lead image: Tobii Pro via Facebook

Swedish tech company Tobii Pro is implementing eye-tracking technology to help store owners understand what catches customers’ attention.

Using VR analytics, Tobii is able to create several forms of maps from its dashboard. There are three types available: heat, opacity and journey, and each serves a different function. Heat mapping shows what is drawing the most attention and opacity will darken areas to draw attention elsewhere, while journey maps track the consumer’s head movements.