Neurophysiological Test with Use of EEG, GSR and Pulse Measurements Data for Focus Group Beverage Preference Aggregation

The primary objective in this case study is introduction of a testing methodology framework for assessing the effectiveness of different drinks and flavors through neuromarketing. The framework involves use of focus groups for evaluation of the neurophysiological reactions of participants to various stimuli and drawing statistically significant conclusions based on the results. In the last past decade, there has been an increase in the availability of affordable and easy-to-use biosensors that provides the possibility for affordable and easy to use real-time measurements of bio-signals, such as electroencephalography (EEG), galvanic skin response (GSR), and pulse. Also, with the recent ongoing increase of the computational capabilities the signal processing and analysis of the recorded biometric data can also be processed in real-time with relatively affordable and mobile hardware. By analyzing these signals and identifying an informative features that are derived statistically from group averaging and independent of individual user’s deviations, it is possible to classify and then apply the measured brainwaves and other biometrics data in various applications. In this paper, the authors apply data from voltage potential electrodes EEG brainwaves, along with GSR and pulse in order to recognize the variation response levels among a sample focus group and the results for determination of their aggregated preferences on tested sample drinks.