Databrain LAB
Electrocardiography (ECG)
Uncover invaluable psychophysiological insights through the language of the heart.
What is ECG?
El ECG (electrocardiography) records the heart's electrical activity through electrodes placed on the skin. The signal reflects the rhythmic changes of the cardiac cycle and is used to analyze both the physiological state and the emotional state of participants. At Databrain we use ECG to understand how emotion and cognitive load affect the cardiac response, and how those changes shape the consumer experience.
What do we measure with ECG?
Heart rate (HR)beats per minute, a direct indicator of arousal.
Inter-beat interval (IBI)time in milliseconds between one beat and the next.
Heart rate variability (HRV)a measure of how the interval between beats varies, closely tied to physiological stress, emotional regulation and adaptability.
Hardware: the ECG signal is recorded with Shimmer3 sensors.
Research applications
Ad and media testingspotting moments of high emotional arousal.
UX and digital experiencesidentifying phases of stress or high cognitive load during interaction.
Product and sensory studiesmeasuring pleasure, stress or frustration in response to flavors, aromas and textures.
Immersive experiences and gamingassessing emotional involvement in real time.
Why it matters at Databrain
ECG is a technique that is non-invasive, low cost and high in temporal resolution, which makes it possible to capture, millisecond by millisecond, how the heart reacts to a stimulus.
Non-invasive
Low cost
High temporal resolution
On its own it offers valuable information about the level of emotional arousal, but its real potential appears when combined with other biosensors such as EEG, eye-tracking, GSR and facial coding, to reach a complete view of the consumer experience.
Analysis capabilities
Automatic beat detection
The engine identifies every beat (the R peaks) automatically, with no manual marking of the signal.Variability analysis (HRV)
Computes heart rate variability in both the time and frequency domains, tied to emotional regulation and cognitive processes.Live signal monitoring
Watch the recording in real time to catch problems early and secure data quality from the start.Stimulus synchronization
Aligns every beat with what the participant sees or experiences (video, images, audio), to know exactly what triggered each reaction.Quality control and artifacts
Detects and cleans noise and motion artifacts that can distort the cardiac signal.Export and integration
Exports the signal and metrics (heart rate, IBI, HRV) in standard formats (CSV/JSON) for custom analysis.Frequently asked questions
What is an electrocardiogram (ECG)?
It is a measurement of the heart's electrical activity. It reveals the level of physiological arousal (arousal) a person is experiencing and, from there, gets close to their emotional state.
How is an ECG performed?
It is a completely non-invasive test: electrodes are placed on the body — usually the torso — recording the heart's electrical signal as it beats.
How many leads does a standard ECG have?
The optimal standard is 3 leads. At Databrain we work with the Shimmer, which supports a 3-lead recording at research-grade quality.
Is it invasive or uncomfortable for participants?
No. It is completely non-invasive: electrodes simply rest on the skin, with no needles or discomfort, and the person can behave naturally throughout the study.
Databrain
The heart, translated into insights.
With Databrain, ECG becomes a bridge between physiology and emotion, delivering essential insights for understanding how consumers process and respond to brands, products and experiences. Book a demo
Research
Publicaciones científicas con Electrocardiografía
Confronted with mathematics: the impact of pre-service elementary school teachers’ self-concept on emotional and physiological responses to mathematics exposure
ZDM Mathematics Education (2026) View publication →
Poker face and steady voice: Gender and reactions to emotional neutrality in crowdfunding
Journal of Business Venturing Insights, Volume 25 (2026) View publication →
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