Electroencephalography (EEG) is a non-invasive diagnostic method for testing bioelectrical brain function with an electroencephalograph. The test consists in appropriate placement on the skin surface of the skull electrodes, which record changes in the electrical potential on the skin surface, resulting from the activity of neurons and after their appropriate strengthening create a record from them – an electroencephalogram.

Research using EEG allows, among others:

  • specify the background – determine those elements, e.g. advertisements / communications that arouse positive and those that evoke negative associations
  • determine whether, e.g. spoken messages / advertising scenes cause an increase in interest in the product and the desire to reach for it or reverse reactions
  • check how respondents react to the logo or product brand, price etc.
  • find those parts of the message / advertisement that do not add anything to the emotional message
  • check whether the actual impact of the message / advertisement is in line with the assumptions of its implementers
  • reveal in the message / advertisement anti-effective scenes – affecting the recipient in a way opposite to the intended one
  • compare the interaction of several messages / ads

This tool reflects the motivation of aspirations vs. avoidance in response to a message, product or brand. It is interpreted as emotional engagement of the recipients.
He discovers whether the presented material evokes positive or negative reactions and whether, as a consequence, respondents identify with the persons or situations presented.