Infant EEG biomarkers linking implicit product response to caregiver value
A two-stage infant EEG platform designed to decode implicit product and packaging responses in pre-verbal consumers, providing insights into caregiver purchase decisions by linking EEG markers to product value.
Overview
This innovative solution leverages a two-stage infant EEG platform to decode implicit responses to products and packaging in pre-verbal consumers. By utilizing EEG technology, this platform measures neural activity directly, providing insights into attention, novelty, and affective responses without requiring active cooperation from infants. The ultimate goal is to establish EEG markers that predict caregiver purchase decisions, thereby linking implicit infant responses to perceived product value.
Technical specifications
Key features:
- High-density (129-channel) EEG cap for infant interaction analysis.
- Direct measurement of neural activity at millisecond resolution, surpassing the limitations of eye-tracking and facial coding.
- Use of independent component analysis for artifact rejection in noisy, movement-prone infant data.
- Analytical tools developed for extracting features related to attention, engagement, and novelty detection.
The platform progresses through two phases: Discovery, where EEG markers are identified in a controlled setting, and Translation, where these markers are tested in naturalistic environments using wireless EEG devices.
Technology readiness level
Currently at TRL 4, this technology has been validated in a laboratory setting and is transitioning to real-world application testing. The next steps involve testing the established markers in naturalistic settings to ensure robustness and scalability.
About King's College London
King’s College London is a comprehensive, research‑intensive university spread across central London. Through an Academic Health Science Centre with three major NHS Foundation Trusts, King’s offers co‑located facilities, access to clinicians and patient populations, and streamlined clinical‑trials pathways. As a founding partner of the Francis Crick Institute and a convener of the SC1 London Health and Life Sciences Innovation District, it links corporate R&D to discovery and translation at metropolitan scale. Research is supported by competitive funding from UKRI councils, NIHR, and major medical research charities. King’s Innovation Catalyst—via its IP & Licensing team and Industry Research Partnerships Office—supports IP, licensing, collaborations, and spinout formation.
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