P&G to use Tobii eye tracking systems

Tobii Technology Inc., provider of attention and visibility measurement technology, has announced today that Procter & Gamble, the world’s largest consumer goods company, has made Tobii one of its preferred partners for scaled virtual market research solutions. The agreement will also enable Tobii to collaborate with P&G on Tobii product innovations. P&G will use Tobii solutions for package and shelf testing on a global basis to increase speed to market with products that meet and exceed consumer expectations.

“P&G continuously evaluates and implements innovative technologies that help us leverage scale and streamline processes to bring better products to consumers more quickly,” said Paul Griffith, Global Business Services, P&G. “P&G has been collaborating with Tobii Technology since they entered the U.S. market. P&G is delighted to now have a formal partnership with Tobii to bring innovative technology to the CPG market.”

Tobii hardware and Tobii Studio analysis software are part of P&G’s core research in the packaging design process and shelf visibility testing. Their objective is to have a globally scaled virtual market research solution that can be implemented easily so that the development time for new products is shorter and new package testing is more efficient.

Tobii products objectively identify visibility and attention given to packaging, displays and advertising. In all situations visibility is the key and is known to improve sales, according to the company.