Overview

Science

What is EEG?

Electroencephalography (EEG) is a non-invasive neurophysiological technique used to measure and record the electrical activity of the brain. It involves placing electrodes on the scalp to detect and amplify the tiny electrical signals generated by the brain's neurons. These signals, called brainwaves, are rhythmic patterns that reflect various brain states and activities. EEG is widely employed in clinical and research settings to study brain function, diagnose neurological disorders, monitor sleep patterns, assess cognitive processes, and investigate the effects of various stimuli on the brain, providing valuable insights into the complexities of brain activity and functioning.

Technology

Our proprietary measurement platform is powered by wireless electroencephalography (EEG) and a custom-built content streamer in our naturalistic lab environments. This interconnected system allows us to perform content-synced neuro-measurement at unprecedented scale and speed. We measure non-conscious cognitive response as our audience panel experiences your advertising and media to expose bias and persuasiveness at second-by-second resolution.

Wireless electroencephalography (EEG) technology:

  • Is synced at the millisecond level to content consumed by participants.

  • Measures second-by-second Attention, Emotional connection and Memory.

  • Is passive and unobtrusive.

Custom-built content streamer:

  • Securely streams your content to participants in our lab.

  • Delivers content across screens and other media environments.

Data

Brainsights is founded on principles of ethical data and data transparency. We’ve built a marketplace wherein our community members (research participants) can exchange their conscious and non-conscious data for meaningful compensation. Marketers, communicators, educators and media companies can all use this data to better understand consumers in order to craft better content, communications, experiences and products.

Non-conscious response data

We use EEG to capture authentic responses from our audiences as they consume content. Each our key metrics is updated every 2 milliseconds, which are then tagged from a library of over 100 content metadata variables. This gives us an unparalleled look into non-conscious consumer responses.

Our core metrics are:

  • Attention

  • Emotional connection

  • Memory

We also compute composite metrics for:

  • Neural engagement

  • Cognitive load

Audience survey data

We survey our audience participants in order to gather demographic information for data filtering, as well as behavioral data.

Content coding and metadata

We also have an extensive database of content coded for industry, brand, genre, tone and many other attributes.

Database

Our database spans every major advertising industry covering hundreds of brands, and more than 100,000 hours of video content and analysed against over 25,000 consumer brains.