A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques.

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

Machine Learning Based Hardware Architecture for DOA Measurement From Mice EEG.

OBJECTIVE: This research aims to design a hardware optimized machine learning based Depth of Anesthesia (DOA) measurement framework for mice and its FPGA implementation. METHODS: Electroencephalography or EEG signal is acquired from 16 mice in the Neural Interface Research (NIR) Laboratory of the City University of Hong Kong. We present a logistic regression based approach with mathematically uncomplicated feature extraction techniques for efficient hardware implementation to estimate the DOA. RESULTS: With the extraction of only two features, the proposed system can classify the state of consciousness with 94% accuracy for a 1 second EEG epoch, leading to a 100% accurate channel prediction after a 7 s run-time on average. CONCLUSION: Through performance evaluation and comparative study confirmed the efficacy of the prototype. SIGNIFICANCE: DOA is the measure of consciousness to distinguish whether a patient is suitably anesthetized or not during a surgical procedure. Traditionally the DOA is estimated by checking biophysical responses of a patient during the surgery. However, the physical symptoms can be misleading for a decisive conclusion due to the patient's health condition or as a side-effect of anesthetic drugs. Recently, several neuroscientific research works are correlating the EEG signal with conscious states, which is likely to have less interference with the patient's medical condition. This research presents the first-of-its-kind hardware implemented automatic DOA computation system for mice.

Reconfigurable Architecture for Multi-lead ECG Signal Compression with High-frequency Noise Reduction.

Electrocardiogram (ECG) is a record of the heart's electrical activity over a specified period, and it is the most popular noninvasive diagnostic test to identify several cardiac diseases. It is an integral part of a typical eHealth system, where the ECG signals are often needed to be compressed for long term data recording and remote transmission. Reconfigurable architecture offers high-speed parallel computation unit, particularly the Field Programmable Gate Array (FPGA) along with adaptable software features. Hence, this type of design is suitable for multi-channel signal processing units like ECGs, which usually require precise real-time computation. This paper presents a reconfigurable signal processing unit which is implemented in ZedBoard- a development board for Xilinx Zynq -7000 SoC. The compression algorithm is based on Fast Fourier Transformation. The implemented system can work in real-time and achieve a maximum 90% compression rate without any significant signal distortion (i.e., less than 9% normalized percentage of root-mean-square deviation). This compression rate is 5% higher than the state-of-the-art hardware implementation. Additionally, this algorithm has an inherent capability of high-frequency noise reduction, which makes it unique in this field. The confirmatory analysis is done using six databases from the PhysioNet databank to compare and validate the effectiveness of the proposed system.