Sands 'Speeds Up' EEG Data Collection

In the US, Sands Research claims to have made a 'neuromarketing breakthrough', which will enable it to use high-density EEG sensors to capture brainwave activity across the full brain at 10,000 times a second per sensor.

The firm, which opened its first European office in Surrey, England in January, was established in 2007 by Chairman Dr Stephen Sands, and President & CEO Ron Wright, who previously founded EEG research software and equipment provider Neuroscan in the early 1990s.

Dr Sands says that the increased sensitivity of the system, combined with the firm's Neuromedia software solution, provides 'unique consumer insight' compared with other neuromarketing firms focused on ad packaging and media research.

'With this release, we collect EEG data at five times the speed of systems utilized by NeuroFocus, our nearest competitor and others in the field,' claims Sands. 'This advancement in sample rate technology allows us to implement new signal processing algorithms with the ability to eliminate artifact coming from muscle and eye-related movements - a key issue for potentially corrupting EEG data collection.

Web site: www.sandsresearch.com .