How Brainwaves May Take Consumer Insights to Another Dimension - Dell Technologies

We've read the stories about how artificial intelligence (AI) and machine learning are transforming the way companies approach marketing. But what if the true game-changer in consumer insights will be driven by our own brainwaves? Although it may sound like science fiction, the technology has been around for several years, and some companies are finding ways to use brain data to drive product development and market research. In fact, neuromarketing--which uses brain research to reveal a consumer's subconscious decision-making processes--has been in use for more than a decade. In 2009, PepsiCo's Cheetos used EEGs from the brain to measure consumer response to a "prank" type ad, and learned its focus group wasn't quite forthcoming with its written responses.