EEG Brainwave mapping enables the user to calculate the below Insights:

Visual Attention: A cognitive variable that measures the users Visual Focus while experiencing the Stimulus. It's a key measure for visual appeal.

Mental Effort: A key indicator of mental effort applied by a user while experiencing a stimulus. It's a key measure for memory load and Uniqueness.

Activation: A variable that measures Intensity of Emotion ( Arousal). It's a key measure for Persuasion. 

Enjoyment:  A measure of appreciation level by a user upon viewing of Stimulus. It's a key measure of positive or negative inclination wrt stimulus.

EMOTION SPECTRUM: Emotion Spectrum is a derived metrics that provides Emotions distribution across all users at a sec by sec level. In context of a product experience , it measures how many % of test respondents felt happy, sad, neutral or tense on an aggregate or at a sec by sec level. 

These are the  derived metrics which we get from the Brainwave mapping:

Gross Negative Emotion : Total sum of Sad & Tense as an Emotion is called as Gross Negative emotion. It is a measure of negative valence or disliking of a user experience.

Gross Positive Emotion : Total Sum of Happy & Relaxed as an Emotion is called as Gross Positive emotion. It is a measure of Likeability of a stimulus experience

Extreme Polarity Score : ( Gross Positive emotion – Gross Negative emotion) . Strong Indicator of Likability levels of the respondents.

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