EEG

EEG measures the brain’s electrical activity through sensors on the scalp, giving a millisecond-resolution read on engagement and response. Paired with eye-tracking at North AI, it tells us not just where someone looked but how their brain reacted while they did.

It’s a noisy signal that rewards rigour — the science only holds up with careful methodology and honest statistics. Treated casually it’s neuro-theatre; treated seriously it’s one of the few objective measures of how content actually lands.