Media & Entertainment Case Study

Neuromarketing: TikTok Digital Wellbeing Study

✦ Comprehensive Research & Analysis Solutions

Before diving into applications of electroencephalography (EEG), ECGROUP proudly offers a holistic ecosystem of survey, research, and market analysis solutions. We design multidimensional research methodologies tailored to the specific challenges of each business.

Traditional Research

Systematically conducted quantitative and qualitative methods (Online/Offline surveys, Focus groups, In-depth interviews...) to collect conscious behavioral data and direct user feedback.

Breakthrough Technologies

Deep integration of the most advanced neurobiological measurement technologies such as Neuromarketing, Eye-tracking, and EEG to decode subconscious reactions and genuine emotions that customers cannot express in words.

The perfect combination of traditional methods and breakthrough technologies allows ECGROUP to deliver an absolutely precise picture of customer insights, supporting businesses in making strategic decisions and optimizing performance.

Current Challenge

TikTok faced public backlash regarding high cognitive load from 'short-form' content. They launched a new 'Break Tool', however: • They needed objective scientific evidence, not just self-reported surveys. • They had to definitively prove the tool actually reduces cognitive stress.

The ECT & Emotiv Solution

The ECT & Emotiv powerful approach: • Stop asking 'Do you feel better?' and start measuring brainwaves via EEG. • Compared 3 user scenarios: No-breaks, With-breaks, and Long-form content. • Precisely isolated and quantified the tool's impact on mental relaxation.

🧪 Research Methodology

Scenario A: 15 mins TikTok continuous viewing.

Scenario B: 15 mins TikTok viewing with the new break tool intervention.

Scenario C: 15 mins Long-form neutral content viewing.

Brain State Metrics Analyzed

ECT utilizes the INSIGHT (5-channel) and MN8 (2-channel) headsets to collect deep cognitive metrics:

Attention: Measures the ability to maintain focus on specific content.

Cognitive Stress: Measures mental strain caused by difficult tasks or high cognitive load.

Relaxation: Measures the state of calmness and mental recovery.

Strategic Outcomes

The study provides TikTok with objective scientific evidence to validate its product effectiveness. It successfully reshapes the brand narrative by proving that a controlled TikTok experience with built-in breaks is a cognitively healthy activity, equivalent or even superior to long-form traditional entertainment, thus mitigating the stigma against short-form videos.