Measuring brain activity with electroencephalography


What were you thinking at this moment?

Measuring brain activity at the Deloitte Neuroscience Institute

The Deloitte Neuroscience Institute applies electroencephalography (EEG) as a method to answer business-relevant questions. Conscious and unconscious thought processes and emotional reactions towards presented content are measured to examine marketing materials and promotional videos as well as usability and comprehensibility of software applications or sales presentations. Based on the results, we can draw conclusions on intuitiveness and attractiveness and derive specific recommendations.

The Deloitte Neuroscience Institute offers - among other things:

  • Optimal pricing
  • Determination of price elasticities
  • Measurements of effectiveness of communication
  • Increasing effectiveness of advertising, software applications or dashboards, e-learnings


The method of EEG is traditionally applied in medical diagnostics and neuro-psychological research. The EEG measures voltage fluctuations on the scalp which are caused by the brain’s electrical activity. These fluctuations are driven by physiological processes in individual brain cells in response to external stimuli, such as images, videos or texts.

To measure changes in potential, electrodes are attached to the head of a subject and fluctuations are displayed graphically using an electroencephalogram. Interpretation of the data allows to draw conclusions on the cognitive and emotional state of the subject. This way, both positive and negative deflections in attention level, focus and motivation in response to external stimuli can be revealed.

Using EEG, brain activity measurements provide information on conscious and unconscious emotions and thought processes of people. At the DNI, we complement results of this method with additional neuroscientific methods such as eye tracking, facial coding, galvanic skin response measurements and implicit association testing. This enables us to visualize mental and emotional reactions of participants.