Analysis of Consumer Coffee Brand Preferences Using Brain-Computer Interface and Deep Learning

Neuromarketing is an emerging technology that helps to understand consumers' preferences and their decision-making process in an excellent manner. Lately, the coffee industry has experienced growing competitiveness, and meeting consumers' evolving tastes has been imperative for all coffee brands to thrive. This research study proposes an innovative methodology to discern consumer preferences. This approach integrates Brain-Computer Interface (BCI) technology with the execution of deep- learning neural networks. A g. Nautilus headset is used to record the Electroencephalography (EEG) signals of 12 subjects while they taste coffee from 3 different brands. EEG signals are pre-processed to train the Convolutional Neural Network model using the MNE-Python library. The model suggested can predict and categorize customer preferences with an accuracy of 85.90%.