Insights Revealed by EEG Data
The primary research tool utilized by
Sands Research is high-density Electroencephalogram (EEG) data. When groups
of neurons are activated in the brain, a small electrical charge is
generated, resulting in an electrical field. EEG is a method that is used to
measure these fields by placing electrodes on a person’s scalp. The measured
signals are then amplified for analysis.
These electrical fields can be
interpreted and projected onto a high-resolution, three-dimensional
representation of a brain. The result is the ability to determine what areas
of the brain are activated at specific moments.
EEG data is sampled continuously throughout our in-lab and mobile studies.
Data from each sensor is sampled at least 1000 times per second in the lab,
and 256 time per second in a mobile setting. When enough
sensors are used, the data can be viewed in three dimensions and plotted
onto a model brain. Viewing the data in this way gives insight into the
brain areas engaged at any point in the shopping experience(s.)
Neuropsychological knowledge can be applied to this data. For example, when
a test subject gazes for an extended period of time at a product, activated
brain areas help determine if the gaze was due to confusion or interest.
In addition to the insight gained from functional brain areas, the frequency
of the EEG waveforms can also provide information about attention states. A
complete spectral analysis is performed on the EEG.