How eBay has been reading shoppers' brains to understand consumer cravings

Online marketplace eBay has stepped offline and into reality with an experiential event that invites customers to find out what kind of shopper they really are.

Combining science and art, the e-commerce platform has launched the Inspiration Zone where customers are set up with an electroencephalogram headset, which detects electrical activity in your brain. For 20 minutes, shoppers’ reactions to art – provided by Saatchi Art – are measured to create a custom shopping list.

Bradford Shellhamer, head of personalisation and engagement at Ebay, told The Drum: “We want to spark a conversation with British consumers. It’s baffling to think that there are parts of the brain that are unlocked and could potentially crave something that you can’t articulate verbally.”

While the brand stated the experience was more than a PR stunt, it will not be using the data for any future marketing or advertising campaigns.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.