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EEG in Neuromarketing Research

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Applications of EEG

Electroencephalography (EEG) is a fundamental brain imaging technique in neuromarketing.

EEG offers a nonintrusive, comfortable and affordable method to record brain activity, making it the golden standard when researching how the brain responds to advertising, packaging and store environments.

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+).

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Tim Zuidgeest

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How it works

How can EEG be used in neuromarketing research?

A neuromarketer aims to register the true emotional response of the consumer to an advertisement, product, or (online) store. EEG is highly suitable for answering that question.

Throughout the long history of EEG – it has been in existence for over 100 years – many correlations between brain activity and specific motivations and emotions have been deciphered. Patterns of brain activity are indicative of specific motivations or emotions. For example, EEG reveals the level of excitement, frustration, and desire, which are predictive of real-world purchases. Left pre-frontal asymmetry, for instance, is associated with approach behavior and can predict actual purchasing behavior.

In neuromarketing, it is particularly valuable to combine EEG with eye tracking. Eye tracking records where one looks, while EEG captures what one feels. This combination provides extremely valuable insights into the thoughts and emotions triggered by individual message elements. We often integrate these two techniques.

Additionally, we frequently enhance EEG with measurements of pupil size and galvanic skin response. Both provide more information about the intensity of the identified emotions and motivations.

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Tim Zuidgeest

Or discuss the possibilities with Tim, our Lead Consultant
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Impression

Output Example

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Eye Tracking Glasses + EEG

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Communication Study with Eye Tracking + EEG

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Close-up living room lab

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Packaging Research with Eye Tracking + EEG

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Research in a realistic setting

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