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Category: Neuromarketing tools

What is eye-tracking and how does it work?

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.

What is IAT (Implicit Association Test) and how does it work?

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

What is electroencephalography (EEG) and how does it work?

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

What is facial coding and how does it work?

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

What is functional magnetic resonance imaging (fMRI) and how does it work?

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.

What are heart rate and galvanic skin response and how do they work?

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