NeuMa - the absolute Neuromarketing dataset en route to an holistic understanding of consumer behaviour.

Neuromarketing is a continuously evolving field that utilises neuroimaging technologies to explore consumers' behavioural responses to specific marketing-related stimulation, and furthermore introduces novel marketing tools that could complement the traditional ones like questionnaires. In this context, the present paper introduces a multimodal Neuromarketing dataset that encompasses the data from 42 individuals who participated in an advertising brochure-browsing scenario. In more detail, participants were exposed to a series of supermarket brochures (containing various products) and instructed to select the products they intended to buy. The data collected for each individual executing this protocol included: (i) encephalographic (EEG) recordings, (ii) eye tracking (ET) recordings, (iii) questionnaire responses (demographic, profiling and product related questions), and (iv) computer mouse data. NeuMa dataset has both dynamic and multimodal nature and, due to the narrow availability of open relevant datasets, provides new and unique opportunities for researchers in the field to attempt a more holistic approach to neuromarketing.

Revisiting Riemannian geometry-based EEG decoding through approximate joint diagonalization.

Objective.The wider adoption of Riemannian geometry in electroencephalography (EEG) processing is hindered by two factors: (a) it involves the manipulation of complex mathematical formulations and, (b) it leads to computationally demanding tasks. The main scope of this work is to simplify particular notions of Riemannian geometry and provide an efficient and comprehensible scheme for neuroscientific explorations.Approach.To overcome the aforementioned shortcomings, we exploit the concept of approximate joint diagonalization in order to reconstruct the spatial covariance matrices assuming the existence of (and identifying) a common eigenspace in which the application of Riemannian geometry is significantly simplified.Main results.The employed reconstruction process abides to physiologically plausible assumptions, reduces the computational complexity in Riemannian geometry schemes and bridges the gap between rigorous mathematical procedures and computational neuroscience. Our approach is both formally established and experimentally validated by employing real and synthetic EEG data.Significance.The implications of the introduced reconstruction process are highlighted by reformulating and re-introducing two signal processing methodologies, namely the 'Symmetric Positive Definite (SPD) Matrix Quantization' and the 'Coding over SPD Atoms'. The presented approach paves the way for robust and efficient neuroscientific explorations that exploit Riemannian geometry schemes.

RNeuMark: A Riemannian EEG Analysis Framework for Neuromarketing.

Neuromarketing exploits neuroimaging techniques so as to reinforce the predictive power of conventional marketing tools, like questionnaires and focus groups. Electroencephalography (EEG) is the most commonly encountered neuroimaging technique due to its non-invasiveness, low-cost, and its very recent embedding in wearable devices. The transcription of brainwave patterns to consumer attitude is supported by various signal descriptors, while the quest for profitable novel ways is still an open research question. Here, we suggest the use of sample covariance matrices as alternative descriptors, that encapsulate the coordinated neural activity from distinct brain areas, and the adoption of Riemannian geometry for their handling. We first establish the suitability of Riemannian approach for neuromarketing-related problems and then suggest a relevant decoding scheme for predicting consumers' choices (e.g., willing to buy or not a specific product). Since the decision-making process involves the concurrent interaction of various cognitive processes and consequently of distinct brain rhythms, the proposed decoder takes the form of an ensemble classifier that builds upon a multi-view perspective, with each view dedicated to a specific frequency band. Adopting a standard machine learning procedure, and using a set of trials (training data) in conjunction with the associated behavior labels ("buy"/ "not buy"), we train a battery of classifiers accordingly. Each classifier is designed to operate in the space recovered from the inter-trial distances of SCMs and to cast a rhythm-depended decision that is eventually combined with the predictions of the rest ones. The demonstration and evaluation of the proposed approach are performed in 2 neuromarketing-related datasets of different nature. The first is employed to showcase the potential of the suggested descriptor, while the second to showcase the decoder's superiority against popular alternatives in the field.

Reconstructing EOG From EEG Timeseries: A Spatial Filtering Approach.

Unobtrusive mental state monitoring based on neurosphysiological signals has seen thriving developments over the past decade, with a wide area of applications, from rehabilitation to neuroergonomics and neuromarketing. Particularly, electroencephalography (EEG) and electrooculography (EOG) have been popular techniques to obtain cognitive-relevant biosignals. However, current wearable systems may still pose practical inconvenience, motivating further interest to integrate EOG+EEG recording into streamlined frontal-only sensor montages with sufficient signal fidelity. We propose, here, a spatial filtering approach to reliably extract EOG signals from a reduced set of frontal EEG electrodes, placed on non-hair-bearing (NHB) areas. Within a common signal analytic framework, two distinct schemes are examined. The one is based on standard linear least squares (LLS) and the other on Least Absolute Shrinkage and Selection Operator (LASSO). Both schemes are data-driven techniques, require a small amount of training data, and lead to reliable estimators of EOG activity from EEG signals. The LASSO-based technique, in addition, provides guidelines that generalize well across subjects. Using experimental data, we provide some empirical evidence that our estimators can replace the actual EOG signals in algorithmic pipelines that automatically detect oculographic events, like blinks and saccades.

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing.

Fueled by early success stories, the neuromarketing domain advanced rapidly during the last 10 years. As exciting new techniques were being adapted from medical research to the commercial domain, many neuroscientists and marketing practitioners have taken the chance to exploit them so as to uncover the answers of the most important marketing questions. Among the available neuroimaging technologies, electroencephalography (EEG) stands out as the less invasive and most affordable method. While not equally precise as other neuroimaging technologies in terms of spatial resolution, it can capture brain activity almost at the speed of cognition. Hence, EEG constitutes a favorable candidate for recording and subsequently decoding the consumers' brain activity. However, despite its wide use in neuromarketing, it cannot provide the complete picture alone. In order to overcome the limitations imposed by a single monitoring method, researchers focus on more holistic approaches. The exploitation of hybrid EEG schemes (e.g., combining EEG with eye-tracking, electrodermal activity, heart rate, and/or other) is ever growing and will hopefully allow neuromarketing to uncover consumers' behavior. Our survey revolves around last-decade hybrid neuromarketing schemes that involve EEG as the dominant modality. Beyond covering the relevant literature and state-of-the-art findings, we also provide future directions on the field, present the limitations that accompany each of the commonly employed monitoring methods and briefly discuss the omni-present ethical scepticizm related to neuromarketing.

A complex-valued functional brain connectivity descriptor amenable to Riemannian geometry.

OBJECTIVE: We introduce a novel, phase-based, functional connectivity descriptor that encapsulates not only the synchronization strength between distinct brain regions, but also the time-lag between the involved neural oscillations. The new estimator employs complex-valued measurements and results in a brain network sketch that lives on the smooth manifold of Hermitian Positive Definite (HPD) matrices. APPROACH: Leveraging the HPD property of the proposed descriptor, we adapt a recently introduced dimensionality reduction methodology that is based on Riemannian Geometry and discriminatively detects the recording sites which best reflect the differences in network organization between contrasting recording conditions in order to overcome the problem of high-dimensionality, usually encountered in the connectivity patterns derived from multisite encephalographic recordings. MAIN RESULTS: The proposed framework is validated using an EEG dataset that refers to the challenging problem of differentiating between attentive and passive visual responses. We provide evidence that the reduced connectivity representation facilitates high classification performance and caters for neuroscientific explorations. SIGNIFICANCE: Our paper is the very first that introduces an advanced connectivity descriptor that can take advantage of Riemannian geometry tools. The proposed descriptor, that inherently and simultaneously captures both the strength and the corresponding time-lag of the phase synchronization, is the first phase-based descriptor tailored to leverage the benefits of Riemannian geometry.

A Riemannian Geometry Approach to Reduced and Discriminative Covariance Estimation in Brain Computer Interfaces.

OBJECTIVE: Spatial covariance matrices are extensively employed as brain activity descriptors in brain computer interface (BCI) research that, typically, involve the whole array of sensors. Here, we introduce a methodological framework for delineating the subset of sensors, the covariance structure of which offers a reduced, but more powerful, representation of brain's coordination patterns that ultimately leads to reliable mind reading. METHODS: Adopting a Riemannian geometry approach, we turn the problem of sensor selection as a maximization of a functional that is computed over the manifold of symmetric positive definite (SPD) matrices and encapsulates class separability in a way that facilitates the search among subsets of different size. The introduced optimization task, namely discriminative covariance reduction (DCR), lacks an analytical solution and is tackled via the cross-entropy optimization technique. RESULTS: Based on two different EEG datasets and three distinct classification schemes, we demonstrate that the DCR approach provides a noteworthy gain in terms of accuracy (in some cases exceeding 20%) and a remarkable reduction in classification time (on average 82%). Additionally, results include the intriguing empirical finding that the pattern of selected sensors in the case of disabled persons depends on the type of disability. CONCLUSION: The proposed DCR framework can speed up the classification time in BCI-systems operating on the SPD manifolds by simultaneously enhancing their reliability. This is achieved without sacrificing the neuroscientific interpretability endowed in the topographical arrangement of the selected sensors. SIGNIFICANCE: Riemannian geometry is exploited for DCR in BCI systems, in a dimensionality-agnostic manner, guaranteeing improved performance.

An error-aware gaze-based keyboard by means of a hybrid BCI system.

Gaze-based keyboards offer a flexible way for human-computer interaction in both disabled and able-bodied people. Besides their convenience, they still lead to error-prone human-computer interaction. Eye tracking devices may misinterpret user's gaze resulting in typesetting errors, especially when operated in fast mode. As a potential remedy, we present a novel error detection system that aggregates the decision from two distinct subsystems, each one dealing with disparate data streams. The first subsystem operates on gaze-related measurements and exploits the eye-transition pattern to flag a typo. The second, is a brain-computer interface that utilizes a neural response, known as Error-Related Potentials (ErrPs), which is inherently generated whenever the subject observes an erroneous action. Based on the experimental data gathered from 10 participants under a spontaneous typesetting scenario, we first demonstrate that ErrP-based Brain Computer Interfaces can be indeed useful in the context of gaze-based typesetting, despite the putative contamination of EEG activity from the eye-movement artefact. Then, we show that the performance of this subsystem can be further improved by considering also the error detection from the gaze-related subsystem. Finally, the proposed bimodal error detection system is shown to significantly reduce the typesetting time in a gaze-based keyboard.