When searching for ways to improve business performance, analyzing the brain is rarely at the forefront. While typically relegated to the halls of academia, recent advancements in the field of neuroscience have made techniques for analyzing the brain both affordable and highly insightful that could change the way we communicate and deliver training, from compliance to soft skills. The SS&C NeuroLab uses these innovative techniques to test various content types (training videos, eLearning courses, compliance programs, investor relations communications, client presentations, etc.) and measure the efficiency and efficacy of the interaction. By measuring brainwave activity using electroencephalographic (EEG) technology, we quantify AMEE: Attention, Memory, Emotion and Engagement, of learners, individually and collectively. Clients are provided with a unique and actionable insights into the effectiveness of their content, which enables instructors, designers and content creators to refine and improve results.