How monitoring brain activity can help us better understand customer and employee experience
In this final post in our series about the different methodologies for investigating customer and employee experience (read our full academic paper), we’re going to look at some of the ways of actually scanning the human brain and visualising the activity taking place to better understand behaviour and decision-making.
The first thing to say is that none of these methods can tell researchers what people are actually thinking – don’t worry, scientists cannot read your thoughts. What they are able to do is monitor either electrical activity, blood flow or magnetic fields within the brain as an indicator of where and when greater or lesser mental activity is taking place. If we can correlate this activity with actual events, we can hypothesise the reasons driving that activity and, with clever experimental design, reach conclusions about their causes and how these might be positively influenced.