Neurometrics: Reading Consumers

In this article I will, in a simple way, try to explain something that is usually described more complex. And the processes are academic, they are complex and essentially require some underlying understanding of how our brains work.

Neurometrics is based on measuring the brain’s electrical activity and neurological responses. Certain frequencies of brain waves are associated with general psychological processes. EEG (Electroencephalography) measures changes in the electrical activity that is created when the nerve cells in the brain communicate with each other .

As a marketer, you can use EEG cognitive neuroscience. By seeing and finding out how the brain enables psychological phenomena or mental processes.
It means perception, thoughts, behavior and feelings.

The techniques for EEG differs depending on what is to be investigated.

How it works
EEG works in the same way all over the world and has done so for a very long time. Electrodes are attached on the head in a grid pattern according to a internationally, specific system . The method records the direct electrical activity that happens when neurons in the brain communicate with each other.

Another option is to use a headset with fewer electrodes that do not cover the entire head. But then there is a risk of losing reliability and limits the conclusions that can be drawn.

SST (Steady -State Typography  is a niche technology with a different methodology compared to other EEG. It uses a helmet with electrodes and a visor. It is mainly used in cognitive neuroscience and against neuromarketing, consumer behavior and so on.
More specifically, SST can be used for innovation, activations, for studying emotions and how a certain product/campaign is experienced.

SST is studying brain activity while participants are shown audio-visual materials and/or perform a psychological task while a dark sinusoidal jitter is shown in the periphery.
The company Neuro-Insight has the rights to this methodology.


* Powerful , universal, clinical.
* Examines directly which can show links of cause and effect .
* Measuring emotional engagement, attention and gives some indicators of memory effects.
* The survey can be done in many different environments. Tex In -Store .


* Not standardized among different providers.
* Skepticism for a comprehensive over-interpretation of the data.
* It requires specialists to collect data, analysis and interpretation .

As I wrote in the first article, EEG/SST does not replace the information and data you have, it is a complementary. An opportunity to reach consumers’ unconscious responses, without rational filters.

Remember that this is a brief and easily described summary of EEG, not an exhaustive article on how neurons communicate or how the instruments are calibrated.
And fMRI is within Neurometrics as well but is not described in the article.