Is crude and overly general measure of brain activity. But, within EEG data are contained all neural responses associated w/ specific sensory, cognitive and motor events that may be of interest to cognitive neuroscientists. Researchers have developed a way of teasing out and isolating these responses. Using statistical averaging technique, all extraneous brain activity from the original EEG recording is filtered out, leaving only event-related potentials: types of brainwave triggered by particular events.