Research involving Neuromarketing Tools: Consumers Perception of Multi-Cereal Candies

In this paper, we have proposed a neurometric based on the power of evoked gamma oscillations, which allows to evaluate perceived similarity of food products with a reliability equal to large-scale surveys, but using much smaller samples. Multigrain sweets were used as a testing product. In the course of the study, we conducted a hall-test with 200 respondents and a series of EEG experiments. Respondents noted a strong similarity between the multi-cereal candy and the cereal bar, waffle and muesli, and the EEG results partially confirmed that. Two neuromatrices were analyzed: the power of evoked gamma oscillations and the amplitude of the negative deviation. It turned out that the power of gamma oscillations reflects the similarity of food products equally well both at the individual and at the group levels, even at small samples. While the amplitude, although at the individual level works well, at the group level is not so useful.