Electroencephalography (EEG)

EEG measurement captures the genuine, quantified and previously inaccessible subconscious response of the consumer, instead of relying on often inaccurate recollections of how they felt or what they thought at any particular moment.

Electroencephalography (EEG)

Thom Noble

All it takes is around half a second for the brain to register and react to something – anything – that you experience through any of your five senses. In that brief time, your subconscious has formed its perceptions.

EEG measurement of brainwave activity captures data in that first half a second at the subconscious level of the mind. EEG, which stands for electroencephalography, isn't new; EEG sensors have been used in laboratories for decades. So, they're time-tested to be the most temporally accurate and reliable way to measure brain function.

EEG measurement captures the genuine,...

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