Abstract: A method of quantitatively assessing the effectiveness of an audiovisual, visual or audio advertisement including the steps of: presenting the advertisement to a plurality of subjects, the advertisement having a sequence of audiovisual, visual and/or audio features which occur as a function of time; obtaining, during presentation of the advertisement, EEG signals from the subjects from predetermined scalp sites thereof; calculating SSVEP amplitudes and/or phase differences from EEG signals obtained from the predetermined scalp sites in order to obtain output signals which represent predetermined psychological states of each subject to the features as a function of time; combining the output signals from the subjects to obtain pooled output signals; and displaying the pooled output signals to thereby enable quantitative assessment of the subjects' responses to the features of the advertisement in order to assess the effectiveness of the features of the advertisement.

Abstract: A method of assessing the cognitive aptitude of a subject to a predetermined task, the method including the steps of: (i) presenting to the subject a group of cognitive tasks; (ii) detecting brain response signals from the subject during presentation of the group of cognitive tasks; (iii) calculating SSVEP amplitude, phase and/or coherence responses from the brain response signals; and (iv) comparing the SSVEP responses to known SSVEP responses obtained from individuals with high and/or low aptitudes to the predetermined task in order to assess the subject's aptitude for the predetermined task.

Abstract: A method of assessing the cognitive aptitude of a subject to a predetermined task, the method including the steps of: (i) presenting to the subject a group of cognitive tasks; (ii) detecting brain response signals from the subject during presentation of the group of cognitive tasks; (iii) calculating SSVEP amplitude, phase and/or coherence responses from the brain response signals; and (iv) comparing the SSVEP responses to known SSVEP responses obtained from individuals with high and/or low aptitudes to the predetermined task in order to assess the subject's aptitude for the predetermined task.