EEG (electroencephalography)
- emotion analysis
Table
of contents
- EEG testing in marketing – characteristics
- Types of EEG technology
- Usefulness of EEG tests in marketing
- EEG examination – what might it look like?
- EEG tests – examples
- EEG tests – strenghts
- Our Clients
- Why choose our offer?
- EEG tests – our resources
- Our standards
- EEG tests – our capabilities
- EEG tests – Price list
- FAQ
EEG (electroencephalography) is a non-invasive
technique used to study the bioelectrical
activity of the brain.
EEG is a biometric technique. Through biometrics, it is possible to measure human reactions to presented sensory stimuli.
To perform an EEG test, so-called head caps with electrodes are used.
The test involves the appropriate placement of electrodes on the surface of the scalp. The sensors record changes in electrical potential on the skin’s surface, resulting from neuronal activity, and, after appropriate amplification, create a record—an electroencephalogram.
This tool reflects the motivation of approach vs. avoidance in response to a message, product, or brand. It is interpreted as the emotional involvement of the audience.
It reveals whether the presented material evokes positive or negative reactions and whether, as a result, respondents identify with the people or situations presented.
EEG tests can be conducted in two ways:
Mobile EEG examination
The brain reactions of the examined person are recorded using an EEG cap with a small signal amplifier. The amplifier’s design allows the data to be recorded on an internal memory card or transmitted online to a recording station.
The person being tested can move freely in any space.
Stationary EEG examination
Stationary EEG testing is performed using a cap connected to a larger signal amplifier.
The person being tested remains in front of a monitor.
The choice of technology depends on the type of materials the respondent will view. Both methods can use caps with either dry or wet electrodes (with gel applied to the skin). Wet electrode caps collect a stronger signal, while dry electrode caps are more comfortable for respondents and allow for shorter testing times.
Since different areas of the brain are responsible for various cognitive and emotional functions, EEG examinations should use as many electrodes as possible. In scientific research, the number of electrodes used ranges from a few to 256. For effective neuromarketing research, the minimum is 32 electrodes.
Declarative techniques used in marketing research so far do not allow for a thorough analysis of respondents’ emotions.
EEG research enables, among other things, the identification of:
- background – elements, such as advertising/communication, that evoke positive or negative associations,
- whether, for example, spoken messages or advertising scenes increase interest in the product and create a desire to purchase it, or whether they provoke the opposite reaction,
- how respondents react to the product’s logo, brand, price, etc.,
- the parts of a message/advertisement that add little to the emotional impact,
- whether the actual effect of the message/advertisement aligns with the creators’ intentions,
- counterproductive elements in the message/advertisement that affect the audience in a way opposite to what was intended,
- a comparison of the impact of different messages/ads.
EEG research is, therefore, useful wherever consumers interact with products/services or their advertising. It allows for the collection of data that can assess a product/service and help shape its parameters to generate the intended image, sales, and process effects as outlined in the marketing strategy.
The EEG technique allows
for the non-invasive collection
of irrefutable data
about brain reactions.
We report data in the form of:
- timelines,
- emotion charts,
- results for specific areas of interest (e.g., logos),
- statistical summaries.
The course of individual EEG tests depends on their purpose and topic. Depending on the research area, we use either stationary or mobile technology. In every case, the first stage of the examination involves putting on the cap and calibrating the electrodes. Calibration is performed by the researcher, and the software provides real-time information on the connectivity status for each electrode.
Once the calibration is successfully completed, the system confirms the setup is correct, and the testing can begin.
In mobile EEG technology, the participant wearing the cap moves around a given space and performs the tasks outlined in the project. They can also view audiovisual materials on mobile devices.
In stationary EEG technology, the participant sits in front of a screen, watching a sequence of images, videos, or performing specific activities – such as eating food or browsing websites.
An examination conducted using the EEG technique may have various goals
and assumptions. It can be successfully applied in any type
of consumer or social research.
Television advertisingstudy
E-sportsstudy
EEG is undoubtedly the most beneficial brain testing technique in neuromarketing.
- The EEG technique provides data in a manner that precisely captures the moment of the subject’s reaction to a given stimulus. This is especially important when analyzing advertisements, such as in video formats, food tests, examining the ergonomics of workstations, and many other scenarios.
- It is characterized by its low cost, complete non-invasiveness, convenience, mobility, and the highest temporal resolution.
- complementarity with other research techniques, such as in-depth interviews, subjective assessments, behavioural assessments, and neuromarketing techniques – eye tracking (ET), face reading (FR) / face tracking (FT), galvanic skin response (GSR), and electromyography (EMG).
- It can be successfully used with children.
To date, we have had the opportunity to work with various institutions and companies interested in obtaining statistics in specific areas. The research conducted was aimed at helping them advance their plans and attract new clients.
Why choose our offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can boast a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs. We also invite you to explore our full range of services.
EEG tests – eour resources
We have a modern biometric research laboratory, ASM Neuro Lab, adapted to the needs of people (including respondents) with disabilities.
We have world-class hardware and software:
Mobile EEG – Brain Products LiveAmp (najmniejszy wzmacniacz na świecie) + ActiCap Xpress Twist,
Stationary EEG – Brain Products ActiChamp 32 kanały (+ 8AUX) + ActiCaps,
Software – BrainVision Analyzer 2.
The sensitivity of our equipment allows for precise registration of reactions to stimuli at the level of scientific and medical research.
Since individual areas of the brain are responsible for different cognitive and emotional functions, the EEG examination should use as many electrodes as possible. In the case of scientific research, the number of electrodes used ranges from a few to 256. For effective neuromarketing research, the minimum is 32 electrodes.
Our standards
We conduct marketing and social research according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
EEG tests – our capabilities
We conduct EEG tests
at our headquarters
and at any location in Poland
We also offer equipment rental
Our proprietary methodology allows for precise research in the following areas:
- studies of websites/internet applications and video games,
- research on the reception of audiovisual materials,
- studies on the impact of music/sounds on people’s behaviour,
- research on purchasing decisions,
- consumer food tests/culinary assessments,
- tests of psychophysical activity in drivers/operators,
- research involving children.
EEG tests – Price list
The EEG research we conduct aims to provide valuable insights that assist in formulating and implementing the objectives of a company or institution. Therefore, our studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
EEG stands for electroencephalography, which is a technique used to visualize brain activity.
Neuromarketing is a biometric approach used in marketing research. It measures participants’ responses to sensory stimuli. By analysing these results, researchers can validate the self-reported data from respondents and gain insights into the emotions that influence customer reactions to specific messages.
EEG studies in marketing involve analysing brain signals through caps equipped with electrodes placed on the scalp.
During an EEG study, participants wear a cap fitted with either dry or wet (using gel) electrodes. These electrodes capture emotional responses to various sensory stimuli. The study can take place in either a mobile or stationary setting.
EEG techniques are utilized in contexts where clients/consumers interact with sensory stimuli.
Typically, EEG studies last anywhere from a few minutes to approximately one hour.
EEG studies are recognized for being the fastest, most precise, and most cost-effective method for gathering marketing data on customers’ emotional responses to specific sensory stimuli.
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