Eye-tracking is a technique that uses a tool, the eye-tracker, to observe and record how and for how long an input is observed.

The IAT is an easy-to-implement tool that reveals important information on what people really feel, emotionally and instinctively, about a brand, a product or a commercial

Electroencephalography measures the electrical impulses that enable neurons to communicate and exchange information.

It was Paul Ekman, a well-known professor of psychology at the University of California, who began studying facial expressions in the 1960s.

fMRI is a technique that investigates the anatomy or function of the brain to determine which areas of it are activated when performing a task.

Generally referred to collectively as “biofeedback”, HR and GSR measure the body’s biological feedback in reaction to a stimulus.