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Why EEG?
The significance to marketers
The reason EEG should be whetting the appetite of marketers is that it can be employed to resolve a plethora of research questions. Furthermore, it will be in a far more truthful manner than traditional techniques such as surveys, focus groups or accompanied shops.
The problem with these self report measures is that they are a product of our conscious minds, the parts that are subject to cognitive biases and social influences. To find out what is really pushing your customer’s buttons you need to be able to access their raw, unfiltered emotional reactions to your product. SimpleUsability's Emotional Response Analysis (ERA) system allows for 16 raw signals to be synthesized into the useful indicators of frustration, engagement an excitement.
Applications of EEG
Imagine being able to test multiple packaging prototypes against each other before a launch. Being able to identify positive or negative reactions to your product could help you avoid the costly mistakes that result in four of every five new products failing.
Another application is advertising and video media. What use is your brand positioning if the final edit has users too engaged with the creative when they should be hearing your take home message?
There are already clear opportunities to address research questions in the following areas;
- Brochure & Print Advertising
- Pack testing
- Website Optimization
- Digital Advertising
And it doesn't just stop there;
- Instore environments
- Point of Sale
- Mobile Applications
How we conduct EEG at SimpleUsability
At SimpleUsability we have always championed the use of subconscious measures over pure self-report methods, hence our early adoption and integration of eye tracking into our core methodology in 2005. Similarly emotional measures such as EEG, galvanic skin response (GSR) for market research have been on our radar for some time. However, we firmly believe in as naturalistic a research experience for participants as possible, not just because of the added comfort for them but also for the added validity to the results. Medical and academic systems of EEG measurement have, thus far, been the preserve of the very biggest of marketing spenders. They have also tied respondents to a lab and a computer with lots of wires and glue. This exciting new affordable technology finally brings the EEG experience to users with no more disturbance than wearing large earphones. No swim caps, no glue, no wires - just naturalistic behaviour.
