Live Demonstration: Evaluation of Consumer’s Preference using Augmented Reality and EEG Gang Li, Yong Lian, Guoxing Wang
Department of Micro/Nano Electronics Shanghai Jiao Tong University Shanghai, China
[email protected],
[email protected],
[email protected] Abstract—We demonstrate a novel brain machine interface (BMI) system that evaluates consumer’s preference attempting to support marketers by providing faster neurophysiological responses. This system consists of a wireless BMI headset and an Android application (App) with integrated augmented reality (AR). The AR is used to demonstrate the products in dynamic 3D and induce the consumer’s brainwaves (EEG), and then the headset transmits the EEG data to App in real-time via a Bluetooth connection. A built-in classifier of the App will automatically analyze these input EEG data and output the consumer’s preferred and non-preferred products. This system could be attractive for E-shop marketers in two ways: 1) cheaper and user-friendly interactive experience, 2) faster and more accurate than current survey-based post-hoc marketing methods.
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App. We will bring the elastic headband and an Android tablet for this setup. Second (Fig. 1b), a webpage will be shown in a laptop, and then several dynamic 3D product models will automatically appear in the App GUI when the camera of the tablet takes aim at the 2D product images in the webpage (AR technology). We will bring the laptop and tablet for this setup. With the establishment of the two components, we will accept on-site visitors.
BIOCAS TRACK SELECTION
HIS live demonstration belongs to two of the Biocas
topics: Bio-medical sensors and interfacing circuits and Electronics for Brain science. Over the past two decades, the neuroscience on brain machine interface (BMI) has grown dramatically. Particularly, recent advances in terms of EEG dry sensors, low-power integrated circuits and wireless communication technologies are making EEG-based BMI systems transit from research to practical daily use. For example, neuromarketing, where neuroscience and marketing meet, has emerged as the application of neuroscientific methods to evaluate human preference in relation to products and TV commercials [1]. In this live demonstration, we will show our EEG-based BMI system for neuromarketing application. Our system is unique in that it leverages the augmented reality (AR) for product demonstration. One of its key advantages is that, by using AR rather than the material objects, E-shop marketers can easily set up an interactive channel between the consumers and products, as long as they have a web browser and an Internet connection. In addition, this system is cheaper, faster and more accurate than current survey-based post-hoc marketing methods. The live demo will seek to highlight all of these features. II.
DEMONSTRATION SETUP
The demo will have two components. First (Fig. 1a), we will demonstrate that an elastic headband with integrated EEG sensors can collect and wirelessly transmit the EEG data to an
978-1-5090-2959-4/16/$31.00
2016 IEEE
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(b) Fig. 1. Drawing of demonstration setup. (a). Wireless EEG-based BMI system (b) AR-based product demonstration
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VISITOR EXPERIENCE
Attendees will be able to wear the EEG headset, observe the EEG waveform and experience the portability of the BMI system. From the GUI, they will also be able to enjoy the ARbased product demo. More importantly, their temporal patterns of EEG will be slightly and invisibly analyzed by the App. Finally, their preferred and non-preferred products will feedback to themselves and authors within seconds. [1]
References
T. Y. Yang et al., “Evaluation of TV commercials using neurophysiological responses,” Journal of Physiological Anthropology, vol. 34, no. 19, pp.1-11, 2015
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