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Neuromarketing comes in three types: Biometric (heart rate, eye-tracking, etc.), EEG (brain waves) and fMRI (brain activation). Biometric and other skin devices measure arousal. EEG uses wires placed on the scalp to detect voltage changes beneath the skull. fMRI is the newest and most powerful tool. It uses the same large magnets used in hospitals to diagnose medical conditions. It is possible to see the specific areas on the brain that become activated by thoughts, feelings and memories. We work with the cutting-edge Applied fMRI Institute, the only privately owned, market-friendly fMRI facility in the world.
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