How do you use EEG in your research?

People aren’t very good at reporting when they’re paying attention. It takes a good focus group mediator to get this information out. Even then there is too much space for an error. EEG allows you to bring down this error to a minimum and get what you want.

The question remains, how do you get the most out of EEG? My idea is that you combine EEG with other neuromarketing tools.

EEG & Eye Tracking. While EEG shows you if a consumer is paying attention when you want 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 the consumer didn’t notice or didn’t look at them at all or because materials weren’t thought-provoking enough and consumer looked passed them.

EEG & Emotions Measurement. While EEG shows you how focused consumer is on the material/message you are testing, emotions measurement via facial recognition will show you how consumers are feeling about the product, advertisement or any other material.

More so, when all of these tools are combined with self-reported data from a survey you get the most comprehensive insights on your product, message, marketing material, etc. 

At each particular moment of a test you can measure customer's attention, their emotions, track their gaze and record their words all at once.

While EEG on its own is a sophisticated tool for any researcher, the combination of neuromarketing tool is the future of a market research.

What has been your experience with EEG?  Please, share.

#eeg #newmr #mrx #eyetracking #neurolab #neuromarketing #emotionsmeasurement