Electroencephalography (EEG)

Applied Consumer Neuroscience Techniques: EEG

The Sentient Consumer Subconscious Research lab houses dense array (64/128) electroencephalography (EEG) for measuring neural activity during consumer processing of advertising, product packaging, and other brand communications.

EEG measures the electrical activity moment-by-moment, providing precise temporal resolution in the assessment of neural reaction to environmental stimulus.

EEG for Advanced Ad Testing

This holds significant advantages in advertising testing, particularly when coupled with eye-tracking methods, for pinpointing the moments of engagement and emotional response. This level of precision enables researchers to evaluate a component of overall ad performance and also identify areas for optimal trim.

In addition, to advertising testing, Sentient uses EEG for fundamental research on the implicit emotional attachment to brands. Read more about our groundbreaking research on brand attachment in the lab.

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