What We Measure

We measure electrical activity in the brain, taking readings from a number of sites that are known to be associated with cognitive functions that are relevant for market research:


Attention refers to the concentration and focusing of mental effort - a focus that is selective, shiftable and divisible.
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Neuro-Insight measures brain activity indicating how strongly experiences are being stored (encoded) in long term memory - so we are looking not at what is already in memory, but what is being put in, on a second by second basis.
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There is widespread recognition that the ‘generation’ of emotion is one of the most effective means of getting attention and encouraging successful long term memory encoding.
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Engagement refers to the sense of personal relevance and involvement that an individual feels in response to a portrayed situation.
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