The average company spends 11% of its total budget on marketing with advertisements usually being designed after getting feedback from focus groups. The advertising data collected from traditional methods of testing consists of only conscious thoughts. However, human brains process over 90% of information subconsciously and this information has the biggest impact on the decision-making process (Agarwal & Dutta, 2015). Neuromarketing uses the non-conscious processing of data in customers' brains to make data-driven decisions about their products and services.
Electroencephalograms are being coupled with eye tracking technology to judge a consumer’s engagement and emotional response to a product or advertisement. This helps to increase the effectiveness of marketing strategies, while reducing short and long term costs.