EEG

Understand Cognitive Processes

Insights into how the brain works

Using Electroencephalography (EEG), you can obtain insights into how the brain works by detecting the cognitive processes underlying our behaviour.

From language & visual processing to executive functioning and memory encoding, EEG data can tell us a lot about how alert, motivated, or engaged we are or how difficult a task is if interpreted correctly.

HOW IT WORKS

DETECT ACTIVITY WITHIN THE BRAIN

Electroencephalography records electrical activity using electrodes placed on the surface of the scalp & outputs this electrical activity as a series of underlying brain waves.

Measuring electrical activity from the brain reflects how the neurons in the brain communicate with each other via electrical impulses, and how they are associated with cognitive processes such as drowsiness/alertness, wakeful relaxation, and approach or avoidance.

EEG an ideal tool to understand the moment-to-moment cognitive & emotional processing that dictates behaviour.

AREAS OF INTEREST

How much attention did one piece of information receive vs. another?

AOI's

Where do people fixate? And for how long? Do they return to important pieces of information? Are there items competing for attention?

EEG ARTICLES

EEG
All You Need To Know: EEG (Electroencephalography)

Everything you do is run by your brain. It’s constantly active, absorbing information, shaping your environment, and filtering relevant information. It’s able to connect past and present to refine your reality and ultimately drive your behaviour.

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EEG
The Importance of Emotion

Where do your emotions come from? What part do they play in your daily life? If I was to ask you to describe how you’re feeling at a given moment in time, could you?

Read More

CHECK OUT OUR OTHER METHODOLOGIES

EEG | Neuromarketing | Future Proof Insights
EEG
Analyse electrical currents within the brain to interpret cognitive processes that indicate preference & mental workload.
Eye-Tracking | Attention | Future Proof Insights
EYE-TRACKING
What attracts attention? What gets ignored? What order are elements perceived? How do elements perform against one another
Electrodermal Activity | Future Proof Insights
GSR
Identify the presence of an emotion and quantify the strength of this emotional response to understand how an experience resonates with a consumer.
Facial Expression Analysis | Future Proof Insights
FACIAL CODING
Measure emotion via facial expressions by testing the impact of any stimulus intended to elicit an emotional response