The use of Biometric recordings in the marketing environment has been around for decades. These measures include heart rate, skin conductance, respiration, movement, muscle, pupil dilation and pulse volume. They can be categorized as peripheral measures of the autonomic nervous system.

These general measurements are useful for gaining a very broad value of activation in the brain. To gain a true sense of neurological activity, the full spectrum EEG recordings developed by Sands Research delivers objective and empirical results from the brain's response to the marketing medium.