Electroencephalography (EEG) measures brain activity that allows for unique insights into brain reactions. We use the EEG to measure how motivated people are in terms of both extrinsic and intrinsic motivation. From this, we derive how attractive content is rated and, in combination with eye tracking, how well the usability of a website or product is. Next to motivation and perception, the cognitive load of a user can be effectively evaluated using EEG. This provides insights on how content should be structured to avoid frustration and exhaustion.
EEG can be applied to various use cases such as:
- Design of marketing materials optimally adapted to the unconscious perception of customers
- Optimization of control elements to ensure intuitive useImprovement of digital presentations and pitches in order to present content more convincingly and successfullyImprovement of customer communications
- Optimization of sponsorship and advertising placements
- Optimization of information dashboards and user interfaces
- Identification of design and navigation weaknesses in physical and digital products
- E-learning improvements to address users better and to convey content more efficientlyImproved pre-launch predictions about which products or campaigns are particularly promising/motivating to buy
- Compared to traditional market research, the use of EEG offers significant advantages
- Quantification of motivation to buy/motivation to act, as the brain signal of the perceived attractiveness is measured and quantified directly
- Capturing brain reactions long before a person can consciously make a decision
- Insights into intuitive reactions that the participants themselves are not aware of Quantitative assessment of the motivation and cognitive exhaustion of participants when using a test object
- Derivation of unbiased, objective information based on implicit measurement.