A direct, non-invasive, and safe technique used to measure multiple dimensions of the brain’s electrical activity in one or more regions. This method is used to derive key measures of information processing such as emotional engagement (see “Emotions”) and memory activation (see “Memory”). These measures are used for evaluating creative concepts, TV-radio-print-internet advertising, video-print-email promotions, packaging, in-store displays and point-of-sale materials, sensory studies (such as food/beverage consumption) and evaluating brand associations.