EEG

Measure consumer’s brain activity
with non-invasive hardware

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Introduction to EEG

What is EEG?
EEG stands for electroencephalography – a method of monitoring and recording the electrical activity of the brain.
The medium of this electrical activity is our neurons, which communicate with help of electrical signals. Electrical voltage or signal is later converted into waves. This becomes possible thanks to complex mathematical transformations.
Brain waves have different amplitudes depending on one’s states of mind, as well as external stimuli. EEG differentiates following waves – alpha, beta, gamma, delta, and theta. The table from pdf shows the frequency associated with each brain wave, as well as the state of mind that corresponds to this frequency.
Why use EEG?
Electromagnetic waves produced by lobe part of the brain are crucial for understanding whether your product, marketing materials, videos and website are able to catch the attention and provoke interest, or if they just leave respondents uninvolved and reluctant.

EEG Solutions

EEG & Eye Tracking
While EEG shows you if consumer was paying attention when you wanted him/her to, eye tracking will show you what got consumer distracted, where he actually looked, for how long and in which sequence. Eye tracking will also tell you if materials didn’t get any attention because a consumer didn’t notice or didn’t look at them at all or because materials weren’t thought-provoking enough.
EEG & Emotion Measurement
EEG shows you how focused a consumer is on the material/message you are showing, emotions measurement via facial recognition will show you how consumers are feeling about the product, advertisement or any other material.
EEG & Mouse Tracking
When testing website, mouse tracking will show you where users were clicking when their brain activity increased. It also tells you if users click or don’t click when exposed to certain call to action on your website. This enables you to test several website designs/layouts to find out which calls to action encourage clicks rather than simply get user’s attention.
EEG & Survey
EEG results can’t be conclusive without asking your consumer a few direct questions. Increased levels of focus can either mean that tested stimuli grabbed respondent’s attention or it can mean that he/she had hard times figuring out or even seeing the message/visual on the screen. Survey questions help you figure out which one it was.