When conducting market research, how is it possible to go beyond the “declared” and reach the point of detecting “unconscious” responses? We explain it simply, starting from the basics. Neurophysiological tools such as EEG and Eye-tracker allow for the evaluation of the consumer’s cognitive and emotional responses in front of a certain product and the prediction of their purchasing behavior<\/strong> (Rawnaque et al., 2020).<\/p>\n<\/div><\/div><\/div> Each of these tools is specialized in collecting a certain type of information: for example, the eye-tracker allows us to analyze eye movement, while EEG analyzes some cognitive processes such as engagement, memorization, valence, and workload (for info I suggest you browse the Bitbrain website HERE<\/a>).<\/p>\n<\/div> In the use of these devices, one of the greatest difficulties that “insiders” encounter is their synchronization<\/strong>, i.e., the alignment of the acquisition times of a certain piece of data with respect to the presentation of the product under study or the start of a specific task. However, technology today comes to our aid and allows us to overcome even this limit! What you will see in the video below is the recording of an EEG measurement performed in sync with eye tracking.<\/p>\n<\/div>Which tools?<\/h2><\/div>
Synchronization<\/h3><\/div>