EMG (electromyography)
- facial microexpression study
Table
of contents
- EMG testing in marketing – characteristics
- EMG technology
- Usefulness of EMG tests in marketing
- EMG examination – what might it look like?
- EMG research – examples
- EMG studies – strenghts
- Our Clients
- Why choose our offer?
- EMG studies – our resources
- Our standards
- EMG studies– our capabilities
- EMG studies – Price list
- FAQ
EMG (electromyography) it is a non-invasive technique
used to assess muscle tension.
Electromyography measures the electrical activity of muscles by recording and analysing the electrical signals generated during muscle contraction and relaxation.
EMG is a biometric technique employed in neuromarketing to examine consumers’ emotional reactions and engagement when interacting with products or advertisements.
Additionally, EMG captures micro-expressions of facial muscles that are directly related to the expression of emotional states triggered by specific sensory stimuli.
Electromyography (EMG) is a technology used to measure the electrical activity of muscles and nerves with a device that amplifies bioelectric potentials. The test can be conducted using both stationary and mobile technology.
Mobile EMG testing
The subject’s reactions are recorded using a small signal amplifier. The amplifier’s design allows data to be recorded on an internal memory card or transmitted online to a recording station.
The subject can move freely in any space.
Stationary EMG examination
Stationary EMG testing is performed using a large signal amplifier.
The subject is positioned in front of a monitor.
The choice of technology depends on the type of materials the respondent will view.
Declarative techniques used so far in marketing research do not allow for a thorough analysis of respondents’ emotions.
EMG technology has been utilized in the field of marketing as a research tool that helps better understand consumers’ emotional reactions to various marketing stimuli, such as advertisements, products, packaging, and shopping experiences. Here are some examples of how EMG technology can be useful in marketing:
Study of emotional reactions. EMG research can help assess consumers’ emotional responses to advertisements, product packaging, websites, or interactions with products. Measuring muscle activity may indicate the consumer’s level of emotional arousal or engagement in response to a given stimulus.
Assessing the power of engagement. EMG can be used to measure the strength of consumer engagement when interacting with a product or advertisement. High muscle activity may indicate greater interest or involvement in specific content or experiences.
Assessment of advertising effectiveness. EMG research can help evaluate the effectiveness of advertisements by analysing muscle activity in response to various components, such as images, audio, text content, etc. This can provide insights into the effectiveness of individual advertising elements and their impact on consumer emotions and engagement.
Brand sensitivity testing. EMG can be used to test brand sensitivity by analysing muscle activity in response to brand stimuli, such as logos, slogans, or identifying sounds. This can provide information about positive or negative emotional reactions associated with a particular brand.
UX (User Experience) research. EMG studies can be utilized to evaluate user experience (UX) during interactions with user interfaces or products. Analysing muscle activity can help identify areas of the interface that cause tension, frustration, or pleasure for users.
EMG technology should be employed in conjunction with other research methods and data analysis to obtain a more complete picture of consumer responses. Interpreting EMG results requires specialized knowledge and experience in the field of consumer emotions and behaviour research.
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 EMG tests depends on their purpose and topic. Depending on the research area, we use either stationary or mobile technology.
During an EMG test, electrodes are placed on the skin near the muscles being tested. These electrodes record changes in electrical potentials that arise as a result of the action of motor units (neuron-muscle complexes) in the muscles. The electrical signals are amplified, filtered, and recorded by EMG equipment for further analysis.
An EMG examination usually includes the following steps and elements:
1. Preparation of equipment
EMG testing requires appropriate equipment to measure muscle activity. Depending on the specifics of the study, this may include surface or needle electrodes, EMG signal amplifiers, a data analysis system, etc.
2. Measuring muscle activity
After preparing the equipment and placing the electrodes in the appropriate locations on the participants' bodies, muscle activity is measured. This may include performing various tasks, viewing advertisements, using products, or interacting with the user interface.
3. Analysis and interpretation of results
After collecting the EMG data, it is analysed and interpreted. Various analysis methods can be used, such as assessing EMG signal amplitude, duration of muscle activity, frequency of occurrence, etc. The results can be compared with other variables, such as survey ratings, user behaviour metrics, or demographic data.
4. Conclusions and recommendations
Based on the analysis of the results, conclusions can be drawn regarding consumers' reactions to the tested marketing stimuli. This may include information about emotional engagement, preferences, advertising effectiveness, or user interface efficiency. On this basis, recommendations can be made for improving marketing activities.
An examination conducted using the EMG technique may have various goals and assumptions.
It can be successfully applied in any type of consumer or social research.
Measuring muscle activity can indicate the level of emotional involvement and assess the positivity or negativity of marketing stimuli. We utilize the EMG technique in the field of marketing in the following cases:
- Analysis of interpersonal communication. We use EMG to examine the reactions of facial muscles, such as the zygomaticus major, which is associated with smiling, and the brow muscle (the corrugator muscle), which may relate to negative facial expressions.
- Assessment of audio material (jingles, background music, sound effects, musical pieces, background music).
- Assessment of the odours of food, rooms, perfumes, etc. In studies examining responses to smells, EMG can monitor facial muscle activity, such as movements of the lips, nostrils, or eyebrow twitches, which may indicate positive or negative emotional reactions to specific scents.
- Assessment of the taste of dishes and food products. In studies of taste responses, EMG can help assess muscle activity in the mouth and face associated with taste-evoked facial expressions, such as contractions of the lip muscles or wrinkling of the nose.
- Testing ergonomics and user comfort of products/packaging. By measuring muscle activity during interactions with products or packaging, areas that may lead to fatigue or discomfort can be identified, allowing for design improvements.
- Research on the effectiveness of visual advertising. We use EMG to monitor the effectiveness of visual advertisements, such as TV ads, posters, leaflets, or banners. Analysing muscle activity can provide information on the level of attention and engagement of consumers based on which graphic elements capture their focus.
- Optimization of user interfaces. We employ the EMG technique to evaluate the performance of user interfaces. By measuring muscle activity while performing various tasks on a website or mobile app, areas that may require improvement can be identified to enhance usability and user satisfaction.
EMG research has several advantages that make this technology appealing in a research context. Here are some of the main benefits of EMG testing:
- Measurement of direct muscle activity: EMG allows for the direct measurement of muscle activity, enabling the collection of precise and objective data on uncontrolled facial micro-expressions.
- High temporal resolution: EMG provides high temporal resolution, which means it can record changes in muscle activity in real time. This allows for the precise determination of the onset and offset of muscle contractions and facilitates the analysis of muscle movement dynamics.
- Objective Measurements: EMG delivers objective data that is not subject to subjective assessments or interpretations. Electromyography records the actual electrical signals generated by muscles, allowing for accurate and reliable measurements.
- Complementarity with other techniques: EMG can be used in combination with other research methods, such as in-depth interviews, subjective assessment, behavioural evaluation, or neuromarketing techniques like EEG (electroencephalography), eye tracking (ET), face reading (FR) / face tracking (FT), galvanic skin response (GSR).
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.
EMG studies– our resources
We have a modern biometric research laboratory, ASM Neuro Lab.
We offer world-class hardware and software:
- Mobile EMG – Brain Products LiveAmp (the smallest amplifier in the world) + Ag/AgCl electrodes; 60 cm + Sensor/Trigger Extension module,
- Stationary EMG – Brain Products ActiChamp with 32 channels (+ 8 AUX) + actiCap flat electrodes (0.63 m) + Sensor/Trigger Extension module,
- Software – BrainVision Analyzer 2.
The sensitivity of our equipment allows for precise recording of reactions to stimuli at the level of scientific and medical research.
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.
EMG studies– our capabilities
We conduct EMG tests at our headquarters and anywhere else
in Poland
We also offer equipment rental
Our proprietary methodology allows for precise research in the following areas:
- websites/internet applications and computer games,
- audiovisual material reception,
- impact of music/sounds on behaviour,
- purchasing decisions,
- consumer food tests/culinary tests,
- tests of psychophysical activity of drivers/operators.
EMG studies –Price list
The research we conduct using the EMG technique 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
EMG, or electromyography, is a technique for measuring muscle activity. It is commonly used in neuromarketing.
Neuromarketing is a biometric method of marketing research that measures how individuals respond to sensory stimuli. By analysing the results, it verifies the declarative data provided by respondents and provides insights into the emotions triggered by a specific message or product.
EMG in marketing involves measuring facial muscle activity to capture data on micro-expressions in response to presented content or products.
During an EMG study, electrodes are placed on a participant’s face to record muscle reactions to sensory stimuli. These studies can be conducted in-person or remotely.
EMG studies are applied in any situation where customers/consumers engage with sensory stimuli.
EMG studies typically last from a few minutes to around 15 minutes.
EMG provides direct data and acts as a supportive technique for diagnosing and analysing marketing data related to a customer’s emotional responses to sensory stimuli.
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