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- IDEAS LABNeuromarketing
Understand The Subconscious - Heighten Engagement
Comsumer's emotional response to products and brands plays an important role in their decision-making process. Neuromarketing extends classical market research techniques with neuroscience and eye tracking technologies. By merging visual perception and brain response datastream neuromarketers and applied neuroscientists get tru insights into subconcious behaviour of consumers.
SMI RED-m and Emotiv EEG NeuroHeadset: The Perfect Match
SensoMotoric Instruments (SMI), a leader in eye tracking technology, and Emotiv, a pioneer in brain computer interface neuro-technology, have partnered to create a ready-to-go solution for the online analysis of emotional responses and for neurological and medical research.
It combines a perfect match of technologies: the SMI RED-m eye tracker and the Emotiv EEG NeuroHeadset. A special extension package for SMI Experiment Suite software automatically synchronizes and visualizes the eye movement data of the SMI RED-m with the raw and interpreted EEG datastreams of the EPOC Headset - all together in one common interface. The combined solution is a breakthrough for analyzing emotional response in Neuromarketing and Applied Neuroscience studies.
In collaboration with:
Learn more information. Download the SMI/Emotiv flyer here: http://www.smivision.com/fileadmin/user_upload/downloads/application_notes/smi_emotiv_flyer.pdf
Published PapersNICHOLAS A. BADCOCK, PETROULA MOUSIKOU, YATIN MAHAJAN, PETER DE LISSA, JOHNSON THIE, GENEVIEVE MCARTHUR
Auditory event-related potentials (ERPs) have proved useful in investigating the role of auditory processing in cognitive disorders such as developmental dyslexia, specific language impairment (SLI), attention deficit hyperactivity disorder (ADHD), schizophrenia, and autism. However, laboratory recordings of auditory ERPs can be lengthy, uncomfortable, or threatening for some participants – particularly children. Recently, a commercial gaming electroencephalography (EEG) system has been developed that is portable, inexpensive, and easy to set up. In this study we tested if auditory ERPs measured using a gaming EEG system (Emotiv EPOC®, www.emotiv.com)...read more »
LOUWERSE, M.M. & HUTCHINSON, S
There is increasing evidence from response time experiments that language statistics and perceptual simulations both play a role in conceptual processing. In an EEG experiment we compared neural activity in cortical regions commonly associated with linguistic processing and visual perceptual processing to determine to what extent symbolic and embodied accounts of cognition applied. Participants were asked to determine the semantic relationship of word pairs (e.g., sky – ground) or to determine their iconic relationship (i.e., if the presentation of the pair matched their expected physical relationship). A linguistic bias was found toward...read more »
STEFAN DEBENER, FALK MINOW, REINER EMKES, KATHARINA GANDRAS, MAARTEN DE VOS
To build a low-cost, small, and wireless electroencephalogram (EEG) system suitable for field recordings, we merged consumer EEG hardware with an EEG electrode cap. Auditory oddball data were obtained while participants walked outdoors on university campus. Single-trial P300 classification with linear discriminant analysis revealed high classification accuracies for both indoor (77%) and outdoor (69%) recording conditions. We conclude that good quality, single-trial EEG data suitable for mobile brain-computer interfaces can be obtained with affordable hardware.read more »
WANG, S., ESFAHANI, E., SUNDARARAJAN, V.
Research in brain-computer interfaces have focused primarily on motor imagery tasks such as those involving movement of a cursor or other objects on a computer screen. In such applica-tions, it is important to detect when the user is interested in moving an object and when the user is not active in this task. This paper evaluates the steady state visual evoked potential (SSVEP) as a feedback mechanism to confirm the mental state of the user during motor imagery. These potentials are evoked when a subject looks at a flashing objects of interest. Four dif-ferent experiments are conducted in this paper. Subjects are asked to imagine the movement of flashing object in a given direction. If...read more »
Emotiv's state of the art brain-computer interface technology allows us to develop comprehensive solutions for people with severe disabilities giving them independence, communication abilities and improving their quality of life in general. This technology is not just game-changing, but truly life-changing!
DMITRY SELITSKIY, FOUNDER
Without Emotiv's take-anywhere system, my research would not be possible.
DR. ERIK ANDERSON, PHD
SCIENTIFIC COMPUTING AND IMAGING INSTITUTE, UNIVERSITY OF UTAH
Emotiv EPOC has great potential for medical research applications ... a very reliable and convenient device ... simple and efficient programmatic interface allowing quantitative analysis of EEG data.
TIMUR E. GUREYEV, PHD, MCSD
SENIOR PRINCIPAL RESEARCH SCIENTIST, CSIRO MATERIALS SCIENCE AND ENGINEERING, AUSTRALIA
Combining Emotiv EPOC with a smartphone offers unique opportunities to capture brain imaging data reflecting our everyday social behavior in a mobile context, allowing for modeling the mental state of users as well as providing a basis for novel bio-feedback applications
ARKADIUSZ STOPCZYNSKI, MSC
SECTION FOR COGNITIVE SYSTEMS, DEPT. OF INFORMATICS AND MATHEMATICAL MODELING, TECHNICAL UNIVERSITY OF DENMARK (DTU)
…the new love of my life (is) my Emotiv EPOC neuroheadset. … In short, the future is here, and it is awesome.
THE CONNECTOME BLOG, 2011. HTTP://THECONNECTOME.WORDPRESS.COM/
Research PackageTake advantage of the EPOC neuroheadset to conduct electroencephalography (EEG) research. Join the Emotiv Research Community by licensing an Emotiv EEG System for research.
Emotiv offers a multi-channel electroencephalogram (EEG system) for research, enabling a broad range of applications including neurotherapy, biofeedback, brain computer interface.
Research, Education and Enterprise Plus Editions provide:
- Direct API access to all Emotiv detection suite inputs and controls, including training, profile management and gyro outputs
- Direct API access to EEG data in real time
- Program in C++ and compatible languages, .NET (VB.NET, C#), Java
- Testbench - record, play back and analyse EEG data and spectra in real time, EDF and CSV data formats compatible with most analysis packages
- Real-time compatibility with OpenViBE, BCI2000, BioExplorer
- Active research community (exclusive Research and Developer user forums), applications in Matlab, Labview and custom packages
Detection SuitesThe detection suites that are incorporated into the Emotiv SDK are:
The Expressiv suite uses the signals measured by the neuroheadset to interpret player facial expressions in real-time. It provides a natural enhancement to game interaction by allowing game characters to come to life. When a player smiles, their avatar can mimic the expression even before they are aware of their own feelings. Artificial intelligence can now respond to players naturally, in ways only humans have been able to until now.
The Affectiv suite monitors player emotional states in real-time. It provides an extra dimension in game interaction by allowing the game to respond to a player's emotions. Characters can transform in response to the player's feeling. Music, scene lighting and effects can be tailored to heighten the experience for the player in real-time. The Affectiv suite can be used to monitor player state of mind and allow developers to adjust difficulty to suit each situation.
The Cognitiv suite reads and interprets a player's conscious thoughts and intent. Gamers can manipulate virtual objects using only the power of their thought! For the first time, the fantasy of magic and supernatural power can be experienced.TestBench SoftwareTestBenchTM software included in the research SDK provides:
Real-time display of the Emotiv headset data stream, including EEG, contact quality, FFT, gyro (if fitted – custom option), wireless packet acquisition/loss display, marker events, headset battery level. Record and replay files in binary EEGLAB format1. Command line file converter included to produce .csv format. Define and insert timed markers into the data stream, including on-screen buttons and defined serial port events. Markers are stored in EEG data file Marker definitions can be saved and reloaded. Markers are displayed in real time and playback modes. Export screenshot for documentation Features
5 second rolling time window (chart recorder mode)
ALL or selected channels can be displayed
Automatic or manual scaling (individual channel display mode)
Adjustable channel offset (multi-channel display mode)
Synchronized marker window
Selected channel only
ALL or selected channels can be displayed
Adjustable sampling window size (in samples)
Adjustable update rate (in samples)
dB mode – power or amplitude calculations
FFT window methods: Hanning, Hamming, Hann, Blackman, Rectangle
Predefined and custom sub-band histogram display – Delta, Theta, Alpha, Beta, custom bands
5 second rolling time window (chart recorder mode)
X and Y deflection
Data Packet display:
5 second rolling graph of Packet Counter output
Packet loss – integrated count of missing data packets
Verify data integrity for wireless transmission link
Data Recording and Playback:
Fully adjustable slider, play/pause/exit controls.
Subject and record ID, date, start time recorded in file naming convention.Specification DocumentsThe Emotiv Software Development Kit for research includes a 14 channel (plus CMS/DRL references, P3/P4 locations) high resolution, neuro-signal acquisition and processing wireless neuroheadset. Channel names based on the International 10-20 locations are: AF3, F7, F3, FC5, T7, P7, O1, O2, P8, T8, FC6, F4, F8, AF4.
Licensing OptionsIndividual The Research Edition SDK is a single user license for independent researchers (individuals, companies or incorporated entities that had a turnover less than US$100,000 in their last fiscal year), wishing to conduct EEG research leveraging the Emotiv EPOC technology. The license is registered to the individual and is not transferable. The resulting applications, whether free or commercial will be distributed exclusively through our online application store.
- Limited edition design
- 14 saline sensors offer optimal positioning for accurate spatial resolution
- Gyroscope generates optimal positional information for cursor and camera controls
- Hi-performance wireless gives users total range of motion
- Dongle is USB compatible and requires no custom drivers
- Lithium Battery provides 12 hours of continuous use
Enterprises The Enterprise Plus Edition SDK is a single user development license designed for enterprises (companies or incorporated entities that had a turnover in excess of US$100,000 in their last fiscal year) that wish to conduct EEG research leveraging the Emotiv EPOC technology. Additional headsets for testing and deployment can be purchased for $500/unit.
Educational/Research Institutes/Multiple User License The Education Edition SDK is designed for academic and educational institutes undertaking experimental or developmental non-commercial research where no direct financial benefit is being derived from the results of such activities. The license is to the department within the Institute that made the purchase and can be used by other members of staff within that department for teaching/research purposes. Additional headsets can be purchased for $500/unit.System Requirements
- 2.4 GHz Intel Pentium 4 processor (or equivalent).
- Microsoft Windows XP with Service Pack 2, Windows Vista or Windows 7.
- 1GB RAM.
- 50MB available disk space.
- One or two unused USB 2.0 ports (depending on the number of neuroheadsets you wish to use simultaneously.
- MAC OS X ( 10.5.x, 10.6.x, 10.7.x ).
- Intel-based Macintosh.
- Hard disk with 500Mb available.