EEG insights and applications in business

Electroencephalography (EEG) is a non-invasive method that records brain activity via electrodes placed on the scalp. These electrodes capture the summed electrical signals from millions of neurons. EEG systems can range from 4 to hundreds of electrodes, though modern research commonly uses 32, 64, or 128. Each electrode samples data at millisecond resolution, producing time-series waveforms that can be analysed by frequency or as event-related potentials (ERPs), brief responses to sensory, motor, or cognitive events. While EEG is widely used in clinical settings to diagnose conditions like epilepsy, brain injury, or sleep disorders, this chapter focuses on its role in human cognitive neuroscience. EEG is a key tool for studying the neural basis of cognition. We begin with a brief history of EEG in neuroscience, then explain how EEG works, what it measures, and how data are analysed. Finally, we explore how EEG contributes to fundamental neuroscience and its growing applications in business research.