EEG - Neuroscience in practice


Marketing and advertising works, but primarily because they influence consumers in nonconscious ways. At a conscious level, consumers can't grasp the effect ads and marketing have on them.


EEG shows how marketing works

EEG creates insight of how the brain react to marketing stimuli like TVC’s, ads, designs, copy text, logos etc. Even small changes of appearance or content will have an effect on how the brain process information.  One example is that stimuli easy to interpret make your brain process information fluency without effort and have good opportunities to cut through.

EEG (electroencephalography) is one of the most powerful and hard-core neuromarketing tools, frequently used by scientists and universities giving it an in depth validation. EEG creates direct measures of brain activity by using sensors on the head to record the electrical activity of neurons firing across the brain. The system and the algorithm used by Straylight are the Exakti EEG methodology, built up by the university of Helsinki.

EEG creates insights of cause and effect 

EEG can be used for understanding moment by moment activity and identify cause and effect on the brain activity. It can be used for analysing both the marketing cocktail as a unit and for maximising the different ingredients building up the marketing. 

Execution is king

If a brands visual identity, it´s communication and it´s offer is executed well the cocktail of brand ingredients will draw the consumer in closer and approach the brand, both physically and metaphorical. A bad execution will push the consumer away from the brand, from the TV channel, from the web site and in worst case establish resistance for future relations.

Straylight Neuro Lab is where it´s happening

The EEG study is conducted on a sample of approx. 40 persons in a target group that are invited to participate. The location is the Straylight Neuro Lab in Stockholm where all conditions like sound, light and materials are under 100% control.  The lab can be moved to other locations when needed and when the strict lab conditions can be solved 

The study takes 10-12 minutes. The participants have a small cap with sensors on and watch a screen with stimulus while we record their brain activity in a computer.


The EEG analysis is built around four basic KPI’s:

  • Attention: Does the brain filter the stimuli out of the information cluster?
  • Interest: Does the brain decide to evaluate the stimuli?
  • Want: Does the brain decide to approach or avoid?
  • Memory: Does the brain process the information?


Four areas where you absolutely should use EEG based analysis


EEG is a great tool for advertising audits, testing ideas, copy text and propositions. Both prepared material like final version TVC's and idea storyboards can be evaluated. 

Design Test

EEG can measure consumer responses to new products and package designs that are automatic, emotional, and beyond our conscious awareness. 

Value Propositions

EEG is a great way of testing how to communicate brand values, propositions and headlines. EEG shows which proposition area is best and which specific formulation has the best prerequisites to activate new behaviors.

Point of Sale

EEG is the best way of testing how to create point of sale material and messages that make you win the store battle. The information from an analysis can be used to optimize every step in the purchase journey.