EEG and Eye-Tracking in NeuroMarketing

Neuromarketing is a discipline that complements marketing research and makes use of scientific laboratories and techniques such as brain imaging (with EEG), implicit response tests, eye-tracking and facial coding, to name a few. Among several techniques used EEG and Eye-Tracking are most important ones. Electroencephalogram (EEG) The electroencephalogram (EEG) is an often used technique in neuromarketing, and besides being portable and relatively economical, it provides valuable information on brain activity. With this technique, the brain’s electrical activity is analyzed and registered by a headband or helmet that has small sensors, which are placed on the scalp. This method detects changes in the electrical currents of brain waves. EEG offers a high temporal resolution for detection of the slightest changes in brain activity at relatively low costs. Therefore, for neuromarketing investigation, EEG is very useful because it evaluates the value of a marketing stimulus, obtaining a series of metrics such as attention, engagement, affective valence, and memorization. Eye tracking (ET) Eye tracking (ET) is a technique that measures and registers eye movements to identify the position of the pupil by utilizing infrared light (which is completely innocuous). Otherwise speaking, it follows the eye movements and registers gaze patterns of the participants. Eye-trackers identify and register gaze patterns to explain the visual path as a response to a specific stimulus and therefore obtain information on visual attention. Eye-tracking provides information on temporal processes, with high resolution at a reasonable cost. There is high acceptance from participants, and it is portable. Therefore, unsurprisingly, eye-trackers are one of the most employed techniques in neuromarketing. by Dhruvilsinh
Register a Free Cloud ROI Assessment Workshop

Register a Free Cloud ROI Assessment Workshop

Get a Detailed assessment report with recommendations with an assessment report

Schedule free Workshop
Register a Free Cloud ROI Assessment Workshop
Register a Free Cloud ROI Assessment Workshop

Liked what you read !

Please leave a Feedback

0 0 votes
Article Rating
guest
0 Comments
Inline Feedbacks
View all comments

Related articles you may would like to read

0
Would love your thoughts, please comment.x
()
x
Proposals

Know the specific resource requirement for completing a specific project with us.

Blog

Keep yourself updated with the latest updates about Cloud technology, our latest offerings, security trends and much more.

Webinar

Gain insights into latest aspects of cloud productivity, security, advanced technologies and more via our Virtual events.

ISmile Technologies delivers business-specific Cloud Solutions and Managed IT Services across all major platforms maximizing your competitive advantage at an unparalleled value.

Request a Consultation