The EmBand 24 affords clients increased measurement in the key decision center area of the frontal lobes, as well as added measurements such as visual attention from sensing additional areas of the brain. The new EmBand 24 will primarily be utilized for in-context studies such as in-store shopper research and product innovation, while the current EmBand will continue to be used for advertising, concepts, media content, package testing, online marketing and web-site usability.

Using its Made for Purpose design, EmSense has employed several new technologies in the release of the new EmBand 24, including Sensor Fusion Processors, Contact Clusters and Through the Hair EEG. The headset is designed specifically for market research and overcomes many limitations of using medical EEG for market research.

Using 24 EEG sensors, each measuring at 20,000 times per second, the headset collects 480,000 measurements per second. In addition, the EmBand 24 provides an unparalleled signal-to-noise ratio in real-world, in-context conditions. In keeping with the company’s non-invasive design philosophy, the EmBand 24 headset does not require caps, gels or wires and calibrates in only one minute.

EmSense sensors provide more targeted measurement with greater precision than medical sensors. The Contact Cluster technology enables the ability to take individual anatomical differences into account and give maximum spatial resolution in targeted regions. New Through the Hair EEG sensors allow non-obtrusive measurement without the need for unpleasant, messy gels that require respondent clean-up.

Keith Winter, CEO of EmSense, said: “Now marketers can have more extensive, robust measurements without trading off consumer comfort, quantitative samples or ease of use.”

Elissa Moses, chief analytics officer, said: “With the global availability of the EmBand 24, the ability to objectively understand consumer engagement and emotional response will ultimately accelerate the success rate for ad campaigns, package restages and new product introductions.”