SO-LO-MO CENTRAL VR and eye Tobii Pro of Sweden, a research firm specializing in eye tracking, has tracking. integrated virtual reality into its research capabilities and software kit. The "Tobii Pro VR Integration" uses the HTC Vive headset business edition - a self-contained virtual reality headset and system that Tobii retrofitted and inputted its eye tracking technology. This is different from other virtual reality headsets that run with a mobile phone inserted. A research subject puts on the set and steps inside any virtual store setting that a brand or retailer wants to design, and then Tobii's eye tracking will study hot spots and what elements the subject's eye is drawn to. The benefit of a virtual reality test is it saves a retailer more time and money vs. a live store test. Tobii Pro's eye tracking will test shopper behavior around products before they're produced and look at how effective a campaign message could be. 114 y SHOPPER MARKETING SEPTEMBER 2017