EEG
Attention levels, sensory activation and cognition based on neural activity
Measures electrical activity along the scalp produced by neurons firing. Available in high-density and lower-grade measurement devices.
Multiple electrodes are placed on the scalp to measure spontaneous electrical activity over a short period of time.
- High temporal resolution with moment by moment indication of cause and effect triggers.
- Portable technology available for studies in-store or other locations.
- Takes time to prepare and turn around data by expert analysts. High level of noise may make data hard to interpret.
- Headset measurement can be somewhat intrusive. Low spatial resolution makes it difficult to determine involvement of specific brain regions.
Wide range of study types, from innovation to marketing communications, short-form video, experiential testing and sensory studies.