When customers wonder which brands they should go for, their brains fire billions of tiny electrical impulses. Just as scientists measure radio or light waves, these brain impulses originating from all parts of the brain can also be tracked, measured, and analysed using our technology like Brainwave Mapping.

The constant communication between neurons in the brain is at the core of humans’ thoughts, preferences, responses, emotions, and behavior. These synchronized electrical pulses, when they communicate with each other, produce brainwaves. The brainwaves represent clusters of activity unfolding in the brain ebb and flow depending on what humans are doing.

In this Brainwave Mapping white paper, you will dive deep into:

• Understanding how the brain works and communicates
• Electrical impulses and brainwaves
• Affect Lab Brainwave Headset
• Inferring data-rich consumer behavior insights from brainwaves with Affect Lab AI Engine
• Interpretive algorithms- cognitive parameters and Infra-Low-Delta-Theta-Alpha-Beta-Gamma waves