What is Functional Magnetic Resonance Imaging (fMRI) technique?

Functional Magnetic Resonance Imaging (fMRI)

It measures the activity in the brain by detecting changes associated with the blood flow. That is, It captures the detailed emotional responses of the customers when they’re exposed to a specific set of actions or activity. It checks their level of engagement on that activity or action.

fMRI also supports Recall activity, that is, tries to find out what things you’re able to remember in a simulated environment.

A few interesting uses of an fMRI would be as follows:

  • It is used to set the price of the product and services
  • It improvises the branding of the product – brands spend millions to induce a brand recall in their customers for their products. fMRI helps them understand if their efforts are in the right direction.

Similar to fMRI is an EEG or Electroencephalogram test. In this test, electrical activities in your brain are detected using small, metal discs attached to your scalp. Brain cells communicate via electric impulses and are active all the times even when one is asleep. Your activities show up as wavy lines on an EEG recording. It is much more accurate than fMRI because of its high temporal resolution. It also checks the level of engagement with customers and brand recalls albeit in a much more detailed manner.