Mobile EEG​

What Is Mobile EEG​

Like Electroencephalography (EEG), mobile EEG is a methodology which records brain activity using small sensors applied to the scalp, which picks up the electrical potentials outputted by your brain. This allows researchers to measure the brain’s cognitive processes. ​

EEG has a high temporal resolution (milliseconds), allowing researchers to identify in a millisecond time range the changes in the patterns of brain activity of individuals 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, concentrated thinking, match/mismatch of events and arousal. For example, examining the front asymmetry in an EEG output can measure emotional engagement in response to an advert. ​

Mobile EEG, sometimes known as portable EEG, is a new technology which allows the measurement of electrical brain activity in real-time while participants move freely in natural environments. This can tell researchers when consumers’ brains process information within complex real-world environments, increasing the ecological validity of a study by taking the participant out of laboratory settings.