In this glossary, the most important market research terms from this database and the textbooks are simply explained

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Brain Activity Measurement

Measuring brain activity makes it possible to detect implicit responses and preferences by measuring electrical signals in the brain. This can be done by using electroencephalography (EEG) or functional magnetic resonance imaging (fMRI). By analyzing the activity of specific brain regions, it is possible to infer how people respond to various stimuli such as advertisements, brands, or products, even if they cannot consciously perceive or verbalize these responses.