Emotion response analysis with EEG
We provide a neuromarketing service; Emotional Response Analysis (ERA), using EEG technology. This sophisticated measurement system taps directly into electrical activity arising from the brain, allowing marketers, advertisers, developers and more see the actual emotional impact of their website, product, promotion or design.
Innovation in neuromeasurement
The application of brainwave measurement to the commercial world has been near-unstoppable of late, but its’ typical cost and often intrusive methodology have held it out of reach for commercial research, until now, that is. Our service compares at just a fraction of the cost of current EEG solutions and boasts a greatly improved experience for the participant, employing the very latest in unobtrusive, wireless hardware.
How it works
The electrical brain waves and emotional states we experience in relation to our world and the products we may come across can be measured using Electroencephalography (EEG). These signals are measured from the surface of the scalp using sensitive electrical sensors, organised in a specific anatomical array within a lightweight headset.
We focus on three key metrics for interpreting your customer’s emotional state when encountering your brand:
EEG: Excitement (long & short term)
This relates to psychophysical arousal with a positive value, much the same as is related to heart rate increase, pupil dilation and sweat gland stimulation. This can be measured in two ways; tied to specific events (short term), or indicative of a more stable emotional state (long term).
Having a smooth and non-eventful experience isn’t going to be enough to embed memory of your product in the minds of consumers, for this you need genuine engagement, meaningful (not just passive) interaction. This measure relates to stimulation and interest and can indicate periods of concentration or novel experiences that recruit more mental resources to process.
Having a gauge of your customers’ levels of frustration when engaging with your product or service is invaluable in guarding against those negative states and experiences that will devalue your brand and stick stubbornly in long term memory. This measure can often correlate with anger, giving you a useful yardstick to avoid potential pitfalls.
Balancing optimal engagement and excitement whilst minimising frustration is a veritable tight rope act, we use these tools to give you insider knowledge on what makes the most persuasive message to your audience at a given point in time.
To read more about how ERA can add value to your research have a look at our Neuromarketing Services.