Electromyography (EMG) is a technology for measuring the electrical activity of muscles and nerves. EMG in marketing research is used to record the micro expression of facial muscles that are directly related to the emotions triggered by specific sensory stimuli.

Facial mimic reactions appear spontaneously, regardless of the will of the respondent, which allows obtaining objective information on the emotional reactions towards particular subject of the study, e.g.

  • Interpersonal communication
  • Visualization (TV, radio, press, printed advertising, packaging etc.)
  • Sound material (jingle, background music, sound effects, songs)
  • The scents of food, spaces, perfumes, etc.
  • The taste of food