AUTOML-BASED EEG SIGNAL ANALYSIS IN NEURO-MARKETING CLASSIFICATION USING BICLUSTERING METHOD

Abstract

CONSUMER NEUROSCIENCE ANALYZES INDIVIDUALS’ PREFERENCES THROUGH THE ASSESSMENT OF PHYSIOLOGICAL DATA MONITORING, CONSIDERING BRAIN ACTIVITY OR OTHER BIOINFORMATION TO ASSESS PURCHASE DECISIONS. TRADITIONAL MARKETING TACTICS INCLUDE CUSTOMER SURVEYS, PRODUCT EVALUATIONS, AND COMMENTS. FOR PRODUCT OR BRAND MARKETING AND MASS PRODUCTION, IT IS IMPORTANT TO UNDERSTAND CONSUMER NEUROLOGICAL RESPONSES WHEN SEEING AN AD OR TESTING A PRODUCT. IN THIS WORK, WE USE THE BI-CLUSTERING METHOD TO REDUCE EEG NOISE AND AUTOMATIC MACHINE LEARNING TO CLASSIFY BRAIN RESPONSES. WE ANALYZE A NEUROMARKETING EEG DATASET THAT CONTAINS EEG DATA FROM PRODUCT EVALUATIONS FROM 25 PARTICIPANTS, COLLECTED WITH A 14 CHANNEL EMOTIV EPOCH + DEVICE, WHILE EXAMINING CONSUMER ITEMS. FOUR COMPONENTS COMPRISED THE RESEARCH METHODOLOGY. INITIALLY, THE WELCH TRANSFORM WAS USED TO FILTER THE EEG RAW DATA. SECOND, THE BEST CONVERTED SIGNAL BICLUSTERINGS ARE USED TO TRAIN DIFFERENT CLASSIFICATION MODELS. EACH BICLUSTERING IS EVALUATED WITH A SEPARATE CLASSIFIER, CONSIDERING F1-SCORE. AFTER THAT, THE H2O.AI AUTOML LIBRARY IS USED TO SELECT THE OPTIMAL BICLUSTERING AND MODELS. INSTEAD OF TRADITIONAL PROCEDURES, TWO THRESHOLDS ARE USED. FIRST-THRESHOLD VALUES INDICATE CUSTOMER SATISFACTION. LOW VALUES OF THE SECOND THRESHOLD REFLECT CONSUMER DISSATISFACTION. VALUES BETWEEN THE FIRST AND SECOND CRITERIA ARE CLASSIFIED AS UNCERTAIN VALUES. WE OUTPERFORM THE STATE OF THE ART WITH A 0.95 F1-SCORE VALUE.