What is EEG?
EEG is a painless and non-invasive process that records electrical activity produced in the brain through electrodes placed on the scalp. As the brain works, neurons use electrical signals to communicate and emit a certain amount of electricity in the process. When thousands of neurons are fired synchronously, they produce an electric field strong enough to pass through the head and be measured. Synchronized electrical activity collected by electrodes can be displayed as a monitor or a series of voltage values at a certain sampling rate on paper.
EEG usage in user experience analytics
EEG results can be very useful in the process of designing and testing the user experience. This is because users' real-time brain activity can be measured when interacting with prototypes. During the test it becomes possible to identify what causes certain emotions and cognitive load, the mental effort caused by uncertainty or too many options when completing any task. In this way, it allows more effective design decisions to be made to reduce cognitive load or negative feelings about the product in general.
The EEG measures whether a person participates in the activity and pays attention. This makes it possible to measure the change of activities in seconds or even part of a second.
Benefits of EEG use during the research process
- Developing more effective research and testing methodology
One of the most important features of EEG is that it enables the development of more reliable testing mechanisms. Normally, the way users verbally express their thoughts and reactions during the user test is based on the way they express it. However, during the test, the user and also the researcher may not always remain 100 percent objective. Besides, it can be difficult to express feelings and thoughts verbally. Therefore, the results are subjective to a certain extent. With EEG metrics, it's easier to create a user test session where non-verbal cues can be examined, reducing subjectivity or biases.
- Designing more intuitive and supportive experiences
In order to reduce the load of the user who is already exposed to excessive information loading, it should be aimed to reduce the cognitive load as much as possible in the product design process. Designed interfaces should guide users through decision-making and minimize the need to keep information in mind. Thanks to EEG measurements, areas where the user's cognitive load increases during interaction can be identified and solutions can be developed.
- Build stronger relationships with users
Measuring users' feelings and making design decisions accordingly provides users with a more positive experience. Thanks to the positive experience provided, a feeling of reward and positivity can be created. These positive feelings will lead to stronger bonds between the brand and the user.
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