Neurometrics - What Neuroscientists Measure

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We call the results of neuroscience measurement "neurometrics" - that is, "metrics" derived from the measurement of brain activity or the automatic physiological responses triggered by brain activity.

Here is a graphic depiction of the "family tree" of neuroscience measurement techniques. Not all of them are equally applicable to consumer research.

The first dividing line in the family of neuroscience techniques is invasive vs. non-invasive. Invasive techniques are exactly what you would imagine - they involves taking measures inside the cranium. Invasive measures are only used in medical situations or in animal research. Obviously they not appropriate for consumer-oriented research.

Among the non-invasive techniques, the next level of differentiation is body vs. brain. Body methods measure "peripheral" nervous system changes such as muscle movements, skin conductance, heart rate, respiration, and pupil dilatory response. Although body states are being measured, all of these responses are ultimately controlled by the brain. Brain methods measure or try to infer activity inside the brain. They are often called neuroimaging methods, because they involve creating pictures or images of activity within the brain itself (central nervous system).

Brain methods, finally, divide into two main categories: blood flow methods, which infer brain activity from localized increases in blood flow necessary to deliver more "energy" (oxygen and glucose) to neurons that are more "active", and electrical methods, which directly measure the electrical and magnetic signals produced when neurons are active.

Among all these methods, we believe body response measure and brain-EEG measures are best suited for consumer research.  We describe why here.