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Immersion vs. EEG

Electroencephalogram (EEG) is foundational neuroscience that shows patterns of electrical activity, which researchers use to infer certain psychological processes.

What is Electroencephalogram (EEG)?

EEG allows you to record the electrical activity on a persons scalp to represent the activity of the surface layer of the brain. The gear used to measure EEG places electrodes on the head of participants.

In order to get the best results from EEG, a practitioner will use as many electrodes as possible, and likely place a small dot of gel between the node and the scalp in order to improve contact and sensitivity.

In recent years, new "consumer" or "pro-sumer" EEG devices have come to market that reduce the number of electrodes and improve the form factor. However, when you have fewer electrodes in contact with the scalp, you typically reduce the reliability of the results.

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The Benefit

Medical-grade EEG devices have very good temporal accuracy, meaning you can quickly record electrical activity as it happens. 

Newer minimal EEG headwear is less bulky and disrupting than the medical-grade "shower cap"  (though it is also significantly less accurate.) 

The Drawback

EEG requires professionals to outfit your audience in head caps with electrodes touching their skull.

Processing data from EEG can take weeks and requires professionals to decipher data.

EEG provides an educated guess about active areas of the brain and it's hard to know where to go from there.

EEG requires an expertly trained professional to fit your subjects’ head with a cap that contains up to 256 electrodes to observe their brain. This experience is uncomfortable and distracts your audience from your content.  

EEG is poor as a spacial measurement and can therefore not accurately identify where brain activity comes from. 

With EEG, you can understand when your audience’s brain is activated while viewing your content. But you cannot truly understand their emotional response or what this means about the connection to your content or your ability to drive future action. 

Dinner Party Fact for Brain Nerds:

EEG was first revealed to the world in 1875 by Richard Caton from Liverpool, England. He wanted to see the brain activity of monkeys and rabbits.

(That's, like, a really long time ago...)

How Immersion is Different

Immersion is not based on understanding only which areas of the brain are active and it doesn't require complicated tools.

Immersion passively identifies the electrical signature of the neurochemicals our brains produce to understand your audiences’ connection to your content and accurately predict their future behavior from that measurement.

MEASURE IN NATURAL, EVERYDAY ENVIRONMENTS 

Immersion is ecologically valid, meaning it takes place in any environment without requiring specific context from your audience that could interrupt the integrity of their experience. Immersion is scalable to any audience size in any setting - using the smart watch they already wear. 

 

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EMOTIONAL DATA YOU CAN USE

Immersion is based on 20+ years of research performed by experts in neuroscience who created algorithms that have been proven to predict future action based on emotional responses of your audience with over 80% accuracy.

Not only does Immersion pinpoint the moments of emotional connection or disengagement - it can help you understand what that means for driving future action in your audience. 

ACTIONABLE INSIGHTS

Immersion pinpoints the exact moments in your content or experience that your audience is most likely to remember. This helps predict future action based on what is happening in those moments.

With Immersion’s data - you can alter your content to put your call-to-action in the most important moments in your content to drive audience action

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EEG Immersion
Costs
$ $$-$$$
$ $-$$
Operations
Easy to Use
No observation effect
Nearly instant results
Shareable, downloadable reports
Conducted by any team member at any time
No professional training required
Experience setup in under 5 minutes
Easily identified high & low moments
Automatically produces actionable insights
Pinpoints exact moments to improve
Predicts' consumers future behavior with over 80% accuracy
No additional neuroscience required to leverage results
No expensive, specialized equipment
Scalable to test hundreds of subjects at once
Natural environment to your audience
Cost effective
Easy, low touch audience setup
Ability to test asynchronously at convenient times for your audience
Can scale to thousands of participants without requiring a visit to a lab or testing everyone at once.
 
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EASY, SCALABLE TESTING

EEG requires professionals to outfit your audience in head caps with electrodes touching their skull. Immersion records measurement from a simple smartwatch your audience wears everyday. 

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QUICK, ACCURATE DATA

Processing data from EEG can take weeks and requires professionals to decipher data. Immersion's measurements appear in visually compelling data to create nearly instant insights anyone can understand.  

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ACTIONABLE RESULTS

EEG provides an educated guess about active areas of the brain and it's hard to know where to go from there. Immersion’s second-by-second analysis pinpoints exact moments to improve and drive action.

Don't take our word for it.  Try it yourself on any video you want. Right. Now.