The objective of the study was to capture unbiased product preferences from brain signal of user. Literature on emotion extraction from EEG signals was primarily used to propose hypothesis relating brain signals and user preferences, and to develop data capturing system. Popular biofeedback equipment was acquired for this purpose and a single electrode data capture method was used for this study. Images from International Affective Picture System database were used as visual stimuli to test system setup and the hypothesis, and alpha peak frequency values of the EEG signal were analyzed to get the preferences of competing images. Hypothesis was amended to address activeness of left or right side of the brain of different people. Later Preferences from competing images of automobile design features were successfully extracted.