Market & Financial Intelligence Platforms · vs · Cross-Media Audience & Attention Measurement
Mintel vs Tobii
Structured technology and market comparison · 2026
Direct Feature Comparison
Mintel · vs · Tobii| Attribute | MIMintel | TOTobii |
|---|---|---|
| Market Cluster / Sector | Market & Financial Intelligence Platforms | Cross-Media Audience & Attention Measurement |
| Business Model / Role | MarTech Vendor | AdTech Vendor · Data Provider / Broker |
| Platform Focus | B2B market intelligence and consumer research subscription company. | Eye-tracking software and licensing for automotive, XR and research markets. |
| Company Size | 1,001–5,000 employees | 501–1,000 employees |
| Headquarters | United Kingdom | Sweden |
| Year Founded | 1972 | 2001 |
| Dossier & Alternatives |
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Comparison Analysis
What is the main difference between Mintel and Tobii?
When comparing Mintel and Tobii, both platforms operate within the Market Research & Intelligence ecosystem. Mintel is positioned as B2B market intelligence and consumer research subscription company, whereas Tobii focuses on Eye-tracking software and licensing for automotive, XR and research markets. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Mintel and Tobii?
When evaluating Mintel and Tobii, enterprise buyers also consider other platforms in Market Research & Intelligence. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
How do the corporate scale, structure, and headquarters of Mintel and Tobii compare?
Mintel is headquartered in United Kingdom (founded in 1972) with 1,001–5,000 employees. Tobii is based in Sweden (founded in 2001) with 501–1,000 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: Mintel vs Tobii
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Mintel
Recent Signals
- ·Dragonfly AILeadership & People
Dragonfly AI appoints Shaun Gregory as non-executive chair
Dragonfly AI has appointed Shaun Gregory as non-executive chair of its board to support its next stage of international expansion and enterprise sales. Gregory brings over 35 years of media, technology, and telecoms leadership to the neuroscience-led predictive AI company. The appointment follows recent investment from 24Haymarket, Guinness Ventures, and Foresight, alongside a strategic partnership with Mintel.
- Shaun Gregory is appointed as non-executive chair of the Board at Dragonfly AI, succeeding interim chair Fiona Dent.
- Gregory brings over 35 years of executive experience across media, technology, and telecommunications.
- Dragonfly AI generates 60% of its current revenue in the United States.
- ·Modern RetailBrand Refresh
Carter's Brand Refresh Targets Gen Z and Millennial Parents
Carter's has unveiled its first major brand refresh since 2000, aimed at appealing to Gen Z and millennial parents. The refresh includes a new logo (with an apostrophe replaced by a shooting star), a new visual identity, and a brand commitment: 'to let every child's light shine.' The accompanying 'Watch Them Glow' campaign launched on September 16, 2026, features a 60-second commercial on CTV platforms like Nexxen, Roku, Disney+, and Hulu, as well as digital and social channels. The campaign emphasizes self-expression and individuality, supported by Pew Research data. Carter's also introduced a creator program called 'Light Makers' with up to 15 Glow Grants in the first year. The rebrand follows new CEO Sharon Price John's appointment and increased marketing spend, contributing to a 5% net sales increase in Q2 2026. Partnerships with Outward Bound and Boys & Girls Clubs of America support children and families.
- Carter's launched its first major brand refresh since 2000, including a new logo, visual identity, and brand commitment: 'to let every child's light shine.'
- The 'Watch Them Glow' campaign launched on September 16, 2026, with a 60-second spot airing on CTV platforms like Nexxen, Roku, Disney+, and Hulu.
- The new logo replaces the apostrophe in 'Carter's' with a shooting star.
- ·MintelProduct & Platform Launch
Benefit Stacking in Snacking
Mintel has published a new report titled 'Benefit Stacking in Snacking' on November 4, 2026, which explores the growing trend of consumers seeking snacks that combine multiple functional benefits, such as protein, fiber, and reduced sugar. The report uses Mintel's Demand & Supply methodology to identify opportunities in the US functional snacking market for 2027, highlighting two key benefit stacks: the gut-brain axis and the protein-energy-recovery stack. It provides insights on where to play, what to prioritize, and how to win, including five innovation principles and two product concepts for food and drink brands.
- Mintel published the report 'Benefit Stacking in Snacking' on November 4, 2026.
- The report focuses on the US functional snacking market for 2027.
- It identifies two key benefit stacks: gut-brain axis and protein-energy-recovery.
Tobii
Recent Signals
- ·SmartCommerceProduct & Platform Launch
Shoppable CTV Powered by SmartCommerce: Bringing Retail Results to the CTV Home Screen
On August 27, 2026, SmartCommerce announced Shoppable CTV, a solution that turns CTV QR codes and campaign links into cart-connected retail experiences. The announcement cites AVCA and Tobii research showing contextually targeted CTV ads attract 4x more attention and make 42% of viewers more interested. SmartCommerce's approach is validated by an ADWEEK Media Plan of the Year-recognized campaign with Kargo and Attain that delivered a 10.5% conversion rate and an 8.48% new buyer lift. The company positions the offering as a way to shorten the path from Connected TV engagement to retailer carts as U.S. CTV ad spending is projected to reach $41 billion by 2027.
- On August 27, 2026, SmartCommerce announced Shoppable CTV, a solution that connects CTV QR codes and campaign links to cart-connected retail experiences.
- U.S. CTV ad spending is expected to grow to $41 billion by 2027; more than 85% of U.S. households are streaming, and CTV represents 45% of total TV viewership.
- Research from AVCA and Tobii cited in the announcement found that contextually targeted CTV ads attracted 4x more attention and made 42% of viewers more interested in the brand and products.
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