How does EEG work?
During an EEG session, electrodes are applied to the scalp. The EEG registers electrical neural activity in the form of brain waves. It outputs Hz frequencies for each cortical area. EEG measures neuronal, electrical activity directly, providing a remarkable temporal accuracy up to the millisecond.
During an EEG session, research participants hardly notice the device on their heads. This makes it a highly regarded neuroimaging technique in neuromarketing, as flexibility and naturalistic research settings are preferred.
Like any research method, EEG does have its downsides. It measures electrical activity through the surface of the scalp, making it unable to register activity within deeper brain structures. Secondly, EEG data is relatively noisy. In order to get reliable insights, EEG requires sophisticated data analyses and substantial sample sizes (20+).