Detect cognitive processes to understand more about how consumers think and behave.
The electroencephalogram (EEG) is portable and relatively economical, provides valuable information on brain activity. Using this technique, the electrical activity of the brain is analyzed and recorded by an EEG headset or headband with small sensors placed on the scalp. This method identifies changes in the electrical currents of brain waves.
EEG is very useful because it evaluates the value of a marketing stimulus such as TV ads, movie trailers and also UI/UX usability tests, obtaining a series of metrics such as eye blink, attention, engagement, affective valence, and memorization.