EEG has high temporal resolution (milliseconds), allowing researchers to identify, within a millisecond time window, changes in individuals’ brain activity patterns when they are exposed to different stimuli, such as advertisements, brands, or products. When used alongside traditional market research techniques, it answers the “why” beyond the “what”, evaluating cognitive processes such as attention, focused thinking, match/mismatch of events, and arousal.

Can EEG inform us about emotions?

​Yes, EEG activity is modulated by the emotional valence of a stimulus, meaning we can deduce whether something is being perceived positively or negatively. This can inform us about consumer preferences at the implicit, unconscious level.

When to use an EEG​

EEG is used by neuromarketing companies and should be used when you are interested in understanding how the brain implicitly or explicitly processes your brand, product or service. EEG will give you detailed information about the time course of this processing, telling you how early a product, brand or service is registered by the brain, and will inform you about the level of engagement with a product, brand or service.