NeuroRelay

Direct brainwave measurement using EEG (electroencephalography) is one of the most accurate form of consumer market research, used in order to understand consumers’ subconscious responses to different stimuli, and to achieve actionable marketplace results.

Classification of Neuromarketing Tools (Source)

Besides medicine, EEG technology is used worldwide for a variety of scientific purposes. In the last decades it has been applied by leading neuroscientists in their quest to learn more about the structure of the human brain and how it functions. It’s accuracy is due to the fact that EEG technology has a high temporal resolution, unlike fMRI (functional magnetic resonance imagery), the other form of neurological testing, does. EEG testing is non-invasive, portable, quick and easy to apply, and it is extremely robust. Moreover, it is far less expensive than fMRI. Following the population neural activity in the brain, it allows comparisons between left and right hemispheres and it is a valid measure for cognitive information processing.
The amplitudes of the recorded brain waves correspond to certain mental states, such as wakefulness (beta waves), relaxation (alpha waves), calmness (theta waves) and sleep (delta waves). A number of electrodes are placed on the scalp of the subjects, in certain areas, in order to measure and record the electricity for that certain spot. For the analysis, voltage and frequency are measured for each subject and compared to the data that was recorded without using marketing stimuli. Technology allows EEG to be a portable device and record brain activity in many circumstances, as for example in supermarkets. ERPs (Event-Related Potentials) use EEG technology in order to investigate certain occurrences that appear after presenting a marketing stimuli and allows following the response to visual, tactile olfactory or gustatory stimuli and evaluating designs of objects.

Neuromarketing involves measuring brain activity to determine emotional responses to stimuli such as a print ad or video commercial. NeuroSpire provides affordable neuromarketing services that make use of commercially available EEG technology to gauge the effectiveness of media on consumers, NeuroSpire allows companies large and small to optimize all aspects of their marketing strategy and reach a new level of competitiveness.

“It can measure your emotional responses in a way that is instantaneous and passive, so there are emotional responses you may net even be aware of and that you would be hard-pressed to be able to articulate in a survey or a focus group,” says Jake Stauch (CEO of NeuroSpire).