A fabric cap is fitted to my head and 32 electrodes are inserted into the cap’s sockets, each with a dose of conducting gel to make sure there is good contact with my scalp. The final touches are a pair of eye tracking sensors above each eyebrow.
Then the experiment begins, recording brainwaves as I look at film clips with different degrees of violence and romantic engagement. The half-hour session is entirely painless; the apparatus does not irradiate the brain but passively measures its electrical activity at different frequencies to assess my attention, emotional engagement and likely memory retention of each clip. The only after-effect is hair messed up by the gel.
My electroencephalography (EEG) session typifies the experience of hundreds of subjects who have their brains scanned every day in laboratories around the world, in the cause of better marketing. As they look at product prototypes, packaging designs and advertising campaigns, neuromarketing experts read their brainwaves to glean insights into their unconscious likes and dislikes, which might not appear through questioning in conventional market research.