Research Topics:

Neuromarketing Research

Content Type:

Glossary

Electroencephalogram (EEG) Definition

A machine that measures the rhythmic fluctuations in electrical potential of the brain.

An electroencephalogram, or EEG, is a machine that measures electrical activity, such as rhythmic fluctuations, in the brain. This neuroimaging device is used in marketing research to study and record brainwave patterns in response to stimuli like advertisements, products, services and customer experiences. Researchers seek to obtain real-time insights into emotional engagement, attention levels and cognitive processing responses by using an EEG. Tapping into the subconscious reactions of customers can provide researchers with a greater understanding of consumer responses, which can help marketing professionals to fine-tune strategies, as well as create impactful content and stronger connections with target audiences.

Who relies on an electroencephalogram (EEG)?

Marketing researchers, consumer behavior analysts and businesses utilize findings from EEG to understand how the brain activity of customers react to marketing stimuli. These insights can enhance marketing strategies and improve campaigns. 

Why should I care about an electroencephalogram (EEG)?

EEG adds a neuroscientific dimension to marketing research, thus enhancing the effectiveness of campaigns and product development. Insights collected from this tool create a deeper understanding of consumer reactions not visible through traditional research methods like surveys or focus groups. EEG data can reveal subconscious responses that are useful for developing marketing efforts that resonate with consumers on a subconscious level.