[Case Study Test] Cognition and Aston University to trial electroencephalography (EEG) technology in marketing (Clone)

Cognition has been awarded a groundbreaking Knowledge Transfer Partnership with Aston University.  

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We have partnered with Aston University to trial electroencephalography (EEG) technology to measure the effectiveness of future marketing campaigns.

Behavioural science experts at Aston’s School of Life & Health Sciences and School of Engineering & Applied Science will work alongside Cognition to produce a NeuroMarketing Toolkit (NMT). Volunteers will be asked to review marketing campaigns while scientists use EEG to measure how their brains respond, allowing Cognition to rapidly produce effective marketing campaigns that help grow businesses.

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The evolution of marketing

This innovation will be supported by Aston University’s expertise in technology, psychology and decision science.  

Leading this project at Aston University is Dr Carl Senior, a behavioural scientist with 20 years’ experience working at the interface between social psychology and organisational behaviour. The project will further benefit from two academic supervisors. Professor Adrian Burgess, is a world leader in electroencephalography, a specialised technique which records brain activity by measuring the very small electric signals that are produced by the brain. Dr Sylvia Wong is the second academic supervisor of the project, and is an expert in complex database design, software modelling, structuring and development which are all vital in transforming data into actionable information.

Dr Carl Senior said: “The use of EEG in neuromarketing endeavours is a fairly new application and its unique ability to detect very small signals in the brain should enable us to identify the point at which clients start to initiate a purchase decision. We are delighted to be working with Cognition on this ambitious project.”

Groundbreaking project

The project will see trained psychologists, academics, software engineers, scientists and marketers pool their knowledge to develop pioneering new software capable of processing large amounts of data. 

John Berry, chairman at Cognition, said: “Aston's expertise is core to the creation of Cognition’s NeuroMarketing Toolkit and we can test and use EEG data with Aston’s dedicated lab facilities.”

Psychologist and Cognition co-founder Dr Peter Hughes said: “The experience of Aston University’s academics is one that cannot be reproduced by another organisation and they have the exact knowledge we need to develop our services.” 

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A marketing first

Cognition will be the first UK marketing agency to use EEG technology of this type to measure the effectiveness of various marketing campaigns. Once established the NeuroMarketing Toolkit will be available as SAAS for agencies to brands to upgrade their own marketing efforts. 

Read more about our Scientific board and meet the founder members – The latest step in our long-standing commitment to bringing greater levels of rigour and accountability into marketing.