Brainwave Mapping Metrics

Learn about EEG-based brainwave mapping metrics along with their actionability 

EEG Brainwave mapping enables the user to calculate the below Insights. The calculation stays similar for all the three types of campaign available in Affectlab. 

Visual Attention: A cognitive variable that measures the user's Visual Focus while experiencing the Stimulus. It's a key measure of visual appeal. 

Mental Effort: A key indicator of mental effort applied by a user while experiencing a stimulus. It's a key measure for memory load and Uniqueness. 

Activation Score: The activation score measures the intensity of emotion or arousal experienced by a user in response to a stimulus. This measure is an important factor in determining the persuasive power of a particular stimulus, such as an advertisement. 

In other words, the intensity of emotion experienced by a user can have a significant impact on their willingness to be persuaded or influenced by a particular stimulus. This measure can be used to determine the effectiveness of different stimuli in generating strong emotional responses and ultimately driving user behaviour. 

Enjoyment: The enjoyment score is used to measure a user's level of appreciation when they view a stimulus, which can be anything from an image or video to an audio. The appreciation level is a key factor in determining 

whether the user has a positive or negative inclination towards the stimulus. 

In other words, appreciation level is a way to gauge how much a user likes or dislikes the stimulus they have just viewed. This metric can be used to determine the effectiveness of a particular stimulus in generating positive or negative responses from users, and can help inform decisions about which stimuli to use in future marketing or content campaigns. 

EMOTION SPECTRUM: The emotion Spectrum is a derived metric that provides Emotion distribution across all users at a sec-by-sec level. In the context of a product experience, it measures how many % of the test respondents felt happy, sad, neutral, or tense on an aggregate or at a sec-by- sec level. 

 These are the derived metrics that we get from the Brainwave mapping: 

Gross Negative Emotion: Total sum of Sad & Tense as an Emotion is called Gross Negative emotion. It is a measure of negative valence or disliking of a user experience. 

Gross Positive Emotion: Total Sum of Happy & Relaxed as an Emotion is called Gross Positive emotion. It is a measure of the Likeability of a stimulus experience 

Extreme Polarity Score : ( Gross Positive emotion – Gross Negative emotion). Strong Indicator of Likability levels of the respondents.