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example, helping diagnose patients with epilepsy, sleep disorders, strokes, and
other neurological conditions. Only recently has it been applied within the field
of marketing and customer experience.
Seren has worked with SMI ( www.smivision.com ) to integrate the Emotiv
headset with their SMI eye tracker. This allows Seren's researchers to determine
what participants are looking at and what triggers their emotional and cognitive
state. The integration of both EEG and eye-tracking data is critical, as all data will
have a consistent time stamp, allowing the researcher to explore both eye move-
ment and EEG data for a specific event.
Setting up and using their system is
fairly straightforward. Participants wear
the EEG device on their head, with a series
of small conductive pads that contact the
scalp and forehead. The EEG device is
connected wirelessly to the eye tracker.
Baseline measures are taken for a few min-
utes to allow the participant to get comfort-
able with the setting. After the researcher
feels she has achieved an acceptable base-
line, the study begins. Figure 7.16 shows a
typical setup. The researcher is monitoring
both eye movements and EEG feedback in
real time (as shown in Figure 7.17 ).
Figure 7.16 Typical setup at Seren using EEG technology.
Figure 7.17 An SMI application that allows the researcher to observe EEG feedback and eye movements in real time.
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