In ‘AERA’, EVALUATE identified four key diagnostic dimensions that are important when evaluating and interpreting brain activity. The AERA diagnostic approach helps marketers make better decisions.
EVALUATE’s neurodiagnostic research detects and measures brain waves via electrical impulses from the brain, using an EEG. These brain waves are divided into four discernible waves that reflect different kinds of brain activity, all of them providing information into how consumers react to marketing stimuli. To thoroughly understand and interpret these four basic brain wave fields, EVALUATE developed the “AERA” diagnostic approach: Attention, Emotion, Rational processing and Affective resonance. Each of these represents a key analytical dimension, connected to a combination of waves and linked to the four key diagnostic questions that are essential in developing effective marketing strategies.