When using neuroscience for product testing, a problem occurs called "order effects." This is when the order in which people try different versions of a product changes their opinion. For example, they found that when people tried a product first, their brain response was very different than if they tried it second, third, or fourth. This shows that just mixing up the order (randomization) might not be enough to get accurate test results.
Sandra Murphy presents a study with Procter & Gamble (P&G) where 280 people tried six different spray bottle prototypes. They used EEG (a way to record brain activity) to see how people felt and reacted to each prototype. They found that the first prototype people tried always got a different brain response.
will help you understand:
• How EEG can be useful in testing product designs
• The risks of not considering order effects in product tests
• How to improve research designs taking order-effects into account