Tobii vs SMI Eye Tracking: Complete Comparison

Quick Summary

Winner: Tobii for most users because of its continued market presence, ongoing product development, and more extensive software ecosystem.

However, SMI (SensoMotoric Instruments) was a strong competitor until its acquisition by Apple in 2017, after which it stopped selling commercial eye tracking hardware. For researchers with existing SMI equipment, it remains a viable solution, though with limited support options.

Free Card Sort isn't an eye tracking tool but can complement eye tracking research by providing structured UX insights through user card sorting activities.

Pricing Comparison

Note: Exact pricing may vary. Contact Tobii directly for current pricing information.

Features Comparison

Hardware Specifications

Software Capabilities

Pros & Cons

Tobii

Pros: ✅ Active product development and support ✅ Wide range of hardware options for different needs ✅ Comprehensive software ecosystem ✅ Strong integration with research tools ✅ Active developer community ✅ Ongoing firmware and software updates ✅ Global support network

Cons: ❌ Expensive hardware and software ❌ Some models require calibration for each participant ❌ Learning curve for advanced analytics ❌ Annual licensing fees add to long-term costs ❌ High-end models require significant technical expertise

SMI Eye Tracking

Pros: ✅ Historically strong accuracy and precision ✅ Established research pedigree with many published studies ✅ Some legacy systems still work reliably ✅ Data format well-documented in academic literature ✅ BeGaze software offers comprehensive analysis tools ✅ Some researchers prefer SMI's original tracking algorithms

Cons: ❌ No longer commercially available after Apple acquisition ❌ Limited support for existing hardware ❌ No new development or feature updates ❌ Replacement parts increasingly difficult to find ❌ Software compatibility issues with newer operating systems ❌ Community support diminishing over time

Best For (Use Cases)

Tobii is best for:

1. Academic Research: Universities and research institutions requiring reliable, well-supported eye tracking hardware with proven scientific validity.

2. Commercial UX Testing: Companies conducting usability studies that need ongoing support and regular software updates.

3. Assistive Technology: Implementation in accessibility solutions for users with motor disabilities who use eye-controlled interfaces.

4. Marketing Research: Organizations studying consumer attention and visual engagement with advertisements and product packaging.

5. Simulation & Training: Industries like aviation, medical, and military that integrate eye tracking into simulation environments.

6. VR/AR Research: Developers and researchers exploring visual attention in virtual and augmented reality environments.

7. Neuroscience: Labs conducting cognitive research requiring precise measurement of visual attention and cognitive load.

SMI (Legacy Equipment) is best for:

1. Existing SMI Users: Researchers who already own and are familiar with SMI equipment.

2. Specialized Research: Some specific research protocols that were developed and validated using SMI systems.

3. Budget-Constrained Labs: Research groups that acquired SMI equipment before the Apple acquisition and need to maximize their investment.

4. Archived Data Compatibility: Projects requiring continuity with historical data collected on SMI platforms.

Detailed Comparison

Hardware Evolution and Availability

Tobii continues to evolve its hardware lineup, offering increasingly sophisticated eye trackers across price points and use cases. Their current portfolio includes screen-based trackers like the Tobii Pro Spectrum (offering sampling rates up to 1200Hz), wearable solutions like the Tobii Pro Glasses 3, and integration kits for specialized research.

SMI, prior to its acquisition, offered comparable hardware including the RED-m and RED250mobile screen-based trackers and the ETG (Eye Tracking Glasses). These products earned strong reputations for reliability and precision. However, since the 2017 acquisition, no new SMI hardware has been produced, making Tobii the default choice for new eye tracking implementations.

Software and Analytics

Tobii Pro Lab serves as Tobii's comprehensive research platform, offering stimulus presentation, recording, and analysis in a single environment. The software continues to receive updates with new visualizations, metrics, and improved workflows. Tobii also maintains SDKs for various platforms, enabling custom implementations.

SMI's BeGaze software was similarly feature-rich, with strong analytical capabilities for areas of interest, scan paths, and visual attention metrics. However, with limited updates since the acquisition, BeGaze users face increasing compatibility challenges with modern operating systems and security protocols.

Research Community and Support

Tobii maintains an active presence in academic conferences, publishes validation studies, and supports a significant user community through forums and knowledge bases. Their citation presence in peer-reviewed research continues to grow.

SMI equipment still appears in published research, though citations are gradually decreasing as systems age and researchers transition to alternatives. Community support has largely shifted to informal channels as official support diminishes.

Integration Capabilities

Tobii offers integration with major research software including E-Prime, Presentation, PsychoPy, and various neuromarketing platforms. Their API supports custom development across numerous programming languages.

SMI integration capabilities, while once robust, have become increasingly limited due to compatibility issues with newer software versions and operating systems. Researchers using SMI equipment increasingly rely on custom workarounds for integration with modern research tools.

The Verdict

For researchers or companies entering the eye tracking field today, Tobii is the clear choice by default, as SMI hardware is no longer commercially available. Tobii offers a complete ecosystem of hardware, software, and support that continues to evolve with technology trends and research needs.

For existing SMI users, the decision is more nuanced. While functional SMI equipment can still produce valid research data, users should consider the long-term sustainability of their setup. As operating systems evolve and replacement parts become scarce, migration to currently supported platforms like Tobii becomes increasingly necessary.

In either case, eye tracking represents just one methodology in the UX researcher's toolkit. For comprehensive understanding of user behavior, eye tracking data is most valuable when combined with other research methods.

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While eye tracking shows where users look, card sorting reveals how they think about and organize information. Combining these methodologies provides deeper insights into both visual attention and mental models.

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1. Validate information architecture before eye tracking studies
2. Understand the conceptual models that drive visual search patterns
3. Complement quantitative eye tracking data with qualitative organizational insights

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