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Advertising and media
Neuromarketing methods compared
| Method | What it measures | Good for | Limits |
|---|---|---|---|
| Eye-tracking | Where people look, in what order and for how long | Packaging, shelves, websites, ad layouts | Looking is not liking or understanding |
| EEG | Moment-to-moment electrical brain activity | Tracking engagement during video ads | Low spatial precision; vendor scores need validation |
| Skin conductance (GSR/EDA) | Arousal through small changes in sweat-gland activity | Spotting peaks of reaction in a sequence | Shows intensity, not whether it is positive or negative |
| Facial expression coding | Visible facial expressions via camera | Quick online tests of ads and videos | Expressions vary by person and culture |
| Implicit association tests | Strength of links between a brand and attributes | Positioning and brand associations at scale | Measures associations, not purchase intention |
| fMRI | Activity in deep brain regions | Academic research on preference and value | Expensive, unnatural setting, small samples |
| Method | What it measures | Good for | Limits |
|---|---|---|---|
| Eye-tracking | Where people look, in what order and for how long | Packaging, shelves, websites, ad layouts | Looking is not liking or understanding |
| EEG | Moment-to-moment electrical brain activity | Tracking engagement during video ads | Low spatial precision; vendor scores need validation |
| Skin conductance (GSR/EDA) | Arousal through small changes in sweat-gland activity | Spotting peaks of reaction in a sequence | Shows intensity, not whether it is positive or negative |
| Facial expression coding | Visible facial expressions via camera | Quick online tests of ads and videos | Expressions vary by person and culture |
| Implicit association tests | Strength of links between a brand and attributes | Positioning and brand associations at scale | Measures associations, not purchase intention |
| fMRI | Activity in deep brain regions | Academic research on preference and value | Expensive, unnatural setting, small samples |